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Yamaha’s milestone of 100 Blue Square outlets reflects its strong focus on experiential retail in India

By Retail4Growth Bureau | November 09, 2022

Yamaha’s concept of a Blue Square Showroom is positioned as a space to offer a one-stop solution to all the biking needs of a customer. Designed to help customers realize and connect with Yamaha’s Racing DNA, the Blue Square showrooms are operational in over 20 states across the country. 

Yamha motors one stop retail shop

India Yamaha Motor (IYM) Pvt. Ltd recently announced its milestone of 100 Blue Square showrooms in India. The announcement comes in line with the company’s commitment to establish its entire 3S network under the Yamaha Blue theme and strengthen its retail footprint in the Indian market.

'The Call of the Blue brand campaign was introduced in 2018. Under the umbrella of this campaign, in 2019 the brand introduced the concept of Blue Square showrooms to showcase its premium image.

Yamaha’s concept of a Blue Square Showroom is to provide a one-stop solution to all the biking needs of a customer. Blue Square showrooms are designed to help customers realize and connect with Yamaha’s Racing DNA, while also enabling them to experience a sense of pride in being associated with a premium brand. The showrooms also serve as a platform for customers to be a part of the Blue Streaks rider community curated by Yamaha. Through this strong community of Yamaha enthusiasts, customers get to interact and ride with other like-minded riders.

Speaking on the occasion, Eishin Chihana, Chairman, of Yamaha Motor India Group of Companies said, “It gives me great pleasure to announce that under ‘The Call of the Blue’ brand direction, Yamaha has completed the milestone of 100 Blue Square showroom launches in India. Blue Square showrooms are Yamaha’s flagship range of dealerships dedicated to delivering the highest level of customer satisfaction and ownership experience. I am confident that these launches will further help us in showcasing Yamaha as a global brand with rich racing DNA. Setting up Blue Square showrooms across India is a key part of our vision to create a benchmark in terms of sales, service, and customer satisfaction. We are aiming to accelerate the expansion of Blue Square outlets to serve every Yamaha customer in India. In the long run, this will ensure that riding enthusiasts get the distinguished experience they deserve from a globally renowned brand like Yamaha."

The Blue Square outlets also showcase an attractive display of Yamaha’s premium range of motorcycles and scooters, like the AEROX 155 and the YZF-R15M, along with the line-up of MotoGP Editions. Going forward, the company also plans to introduce its global product range, which will be sold exclusively through Blue Square showrooms.

Within India, Yamaha now has Blue Square showrooms operational in Tamil Nadu, Pondicherry, Karnataka, Telangana, Andhra Pradesh, Kerala, Jharkhand, West Bengal, Orissa, Assam, Chhattisgarh, Bihar, Madhya Pradesh, Maharashtra, Gujarat, Jammu & Kashmir, Delhi, Rajasthan, and other North-Eastern States.


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