Starting with the 2010 launch of the EC-03 in Japan, the Company is entering the market for electric motorcycles, with an eye toward advancing overseas. The Company plans to introduce electric motorcycles in the markets of Taiwan and Europe in 2011. Demand for electric motorcycles in Japan, Taiwan and Europe is forecast to reach 300,000 to 500,000 units in the mid-2010s.
China is the largest market for electric bicycles, with estimated annual demand exceeding 20 million units. A still more enormous market for electric motorcycles is expected to develop in China.
The Company is launching into this expanding global market with a view to gaining the highest share worldwide.
Overview of the Yamaha Motor strategy
• Begin marketing the EC-03 in Japan in 2010.
• Introduce electric motorcycles in Taiwan and Europe in 2011.
• Work to gain the highest share in the worldwide electric motorcycle market.
Expanding the electric motorcycle lineup
The newly released EC-03 will spearhead the development of the Yamaha electric motorcycle lineup going forward.
The Company will expand its electric motorcycle lineup to include models for business use. By the mid-2010s, the Company will have introduced three or four different types of models.
Heading toward 2020, the Company will further expand the lineup by developing models offering high output, advanced function and affordable price. This development effort will focus on bolstering core technologies for batteries, motors and control systems.
Overview of the Yamaha Motor developmental roadmap for electric motorcycles
• Release three or four model variations by the mid-2010s.
• Expand the model lineup heading toward 2020.
• Bolster core technologies for batteries, motors and control systems.
Building the market environment for promoting electric motorcycles
After introducing the Yamaha Passol electric commuter in 2002 in Japan, the Company promoted it by donating the products to local municipalities and confirming that the infrastructure for recharging Passols was being put in place. The Company has also worked to increase public recognition of the Passol. From 2010, the Company is stepping up its promotions, implementing new sales techniques and providing a number of test-ride opportunities. Meanwhile, it is maintaining close cooperative relationships with local municipalities – crucial to developing the recharging infrastructure and new urban environment needed for the EV to take hold and penetrate the market. Toward that end, the Company has joined the Council for the Hamamatsu Pilot Program for Next-generation Environmentally Friendly Vehicles. Beginning in September, will launch EC-03 verification testing in Hamamatsu City (Shizuoka Prefecture).
