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Yamaha announces Beta Tools partnership

Yamaha Parts and Accessories, a division of Yamaha Motor Corporation, U.S.A., announced an exclusive collaboration with Peerless Hardware Manufacturing Company, the North American importer for Beta Tools of Italy to deliver a new line of professional-grade, hand tools and storage.

“Yamaha is known for its craftsmanship and technology, and our new collaboration with Beta, allows the U.S. Powersports customer access to the same caliber hand tools that our European MotoGP Factory race team uses,” said Frank Pittman, Vice President, Customer Support Group, Yamaha Motor Corporation, U.S.A. “Beta’s race-tested tools ensure customers and dealers have the exact, highest-quality tool if and when they need it.”

Shopyamaha.com, Yamaha’s online store along with Yamaha authorized dealers will be the exclusive sales channel in the U.S. Powersports market broadening Beta’s reach within the U.S., “Our factory trained dealers are an integral part of our business, and we are excited to offer them access to tools they can rely on both in their bays and on their showrooms,” said Pittman.

“The Beta Tools relationship with Yamaha and MotoGP is strong in Europe so we are excited to have collaborated with Yamaha’s Parts and Accessories division”, says Pete Speitel, Vice-President of Peerless Hardware. “In Europe, Beta Utensili is an Official Sponsor of the Movistar Yamaha MotoGP team and is known as a premier, professional-grade brand of hand tools and tool storage. The US market in general and especially the Powersports industry here in the USA has accepted Beta Tools with great enthusiasm.” Pete Speitel continues, “With our Beta Tools of Italy brand, we plan to support Yamaha both on and off the track so customers should expect to see Beta Tools having a bigger presence both at the track and in Yamaha dealerships throughout the USA.”

The two companies’ commitment and dedication to the collaboration will be on display as they join forces and launch a co-operative, robust Go-To-Market plan. Supported by additional marketing opportunities, including promotion through both companies’ websites, digital advertising, catalogs, event support and racing collaboration modeled along the lines of the impressive Yamalube Westby Racing team with their Yamaha YZF-R1 in the MotoAmerica Superstock series.

For more information on Beta Tools please visit an Authorized Yamaha dealer or at www.shopyamaha.com.

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