Yamaha Motor and Mitsui & Co. establish new company in Europe

Yamaha Motor Co. and Mitsui & Co. have established Yamaha Motor Middle Europe B.V., a new, joint venture sales and marketing company within Europe on Nov. 28, according to a Yamaha press release.

Yamaha Motor Middle Europe seeks to combine the strengths of Yamaha Motor and Mitsui & Co. to achieve synergistic results across a vast market covering seven European countries. The new joint venture also is aimed at growing business in Germany and the United Kingdom, while strengthening the group’s structure in Eastern Europe, where significant growth is forecasted.

In addition to Germany and the United Kingdom, Yamaha Motor Middle Europe oversees sales and marketing activities in Austria, Hungary, the Czech Republic, Slovakia and Poland. In January, Mitsui Motor Polska Sp. z o.o. will change its name to Yamaha Motor Polska Sp. z o.o. (YMPL).

With the establishment of Yamaha Motor Middle Europe, Yamaha Motor, as a motorcycle, marine and ATV manufacturer, will take the initiative in these key European markets to further expand sales and the Yamaha brand.

For more details on this story, read the Dec. 24 edition of Powersports Business.

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