U.S. sales of Yamaha powersports products up in 2012

Sales of Yamaha’s powersports vehicles increased in the U.S. in 2012, but the rise wasn’t enough to drive up the company’s net sales for the year.

Net sales for Yamaha Motor Co., Ltd. were ¥1.2 trillion, down 5.4 percent from 2011. Net income was down 72.2 percent to ¥7.5 billion, and operating income decreased 65.2 percent to ¥18.6 billion.

The company’s global net sales of motorcycles were ¥798.7 billion, down 10 percent year-over-year. Net unit sales were 6.09 million, dropping 12.8 percent. The decrease was credited to a sales decline in Europe, Indonesia, Vietnam and Brazil. However, North American net sales of motorcycles grew 16.9 percent to ¥41.6 billion.

The marine business fared better, with global net sales up 9.7 percent to ¥196.3 billion due to a recovery in demand of outboard motors, water vehicles and sport boats in the U.S. North American net sales of marine products increased 21.8 percent to ¥91.3 billion. In the personal watercraft business, Yamaha reported sales of sport boats are expanding, leading the company to increase production capacity at its Tennessee plant.

Power products, which includes ATVs, rose 3.3 percent to ¥103.6 billion. Sales of golf carts increased, as did sales of generators in the U.S. and Japan. However, ATV sales dropped. North American net sales of power products were up 3.4 percent to ¥51.0 billion.

Yamaha also recently unveiled its new slogan “Revs your Heart,” which will be used worldwide beginning in March. Defining the commitment to the slogan, the company’s new brand statement is: “Empowered by a passion for innovation, we create exceptional value and experiences that enrich the lives of our customers.”

Yamaha says the shift will lead the company to work together to make advancements in craftsmanship and marketing.


  1. Rev’s you heart? That is the lamest slogan since they used Yamaha Hoppy selling the old QT50 scoots.

  2. When is Yamaha going to realize they need to bring in some larger dual sports and a full blown luxury touring bike? The venerable old Road Star is history yet they still keep bringing it back, the Stratoliner/Roadliner is an over priced bike that should have never been art deco’d like it was. The other stars are great bikes but not at the price point they need to be. Honestly Yamaha has lost it’s corporate way and no longer in touch with the broad US market. We do not all live in LA!

Leave a Reply

Your email address will not be published. Required fields are marked *