India

One sector that has surpassed all others in Indian manufacturing this year is motorcycles. India has become the world's largest motorcycle market, and the companies in this sector are among the country's most dynamic.

Committed to ingenuity and enthusiasm, a number of companies compete in India's exciting market. In the lead is Hero Honda, closely followed by Bajaj Auto and TVS. Running competitively in fourth place is Yamaha Motor India (YMI).

A fully-owned subsidiary of Yamaha Motor Company of Japan, YMI manufactures and markets a wide range of motorcycles that meet international Yamaha technology standards. Despite the fierce competition in the two-wheeler market, the company has seen its sales volume increase from 56,143 motorcycles in 2001 to 67,778 motorcycles in 2002.

"In India there are all sorts of modes of transport, from cars and bicycles to camels and water buffaloes," explains the company's enthusiastic CEO, Masahiko Shibuya. "The variety is amazing. By understanding the needs of our customers, we have managed to manufacture motorcycles that are suitable to Indian conditions. We have listened to our customers, and have adapted our models to succeed. This has resulted in a significant rebound in sales. We continue to strengthen our presence, and stay close and committed to the local market."
Masahiko Shibuya, CEO of Yamaha Motors India

Shibuya highlights the company's competitive edge and its leadership position in the Indian market by staying true to its market: "We see ourselves as an Indian company. Amongst the 4,000 employees we have here, only 16 are Japanese. Of course my objective is to make profit, but it also important for me to keep the operations local."

In fact, YMI exports approximately 15 percent of its product line to over 30 countries. Shibuya current focus, however, is to continue to strengthen its domestic segment.

"We have to be more visible in India," he comments, "and we have to provide more economical two-wheel vehicles. We are constantly updating our technology in a local market that is very price conscious. We believe we can offer the most competitive models - quality and reliability at an affordable price. We have to continually show that our high end technology guarantees first class results, and that our bikes are high value products."

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