Northern Italy


	The Japan Times WORLD EYE REPORTS NORTHERN ITALY

©THE JAPAN TIMES	Saturday, March 13, 2004

Yamaha heats up the race for first

In the land of the classic two-wheeled vehicle, Yamaha has fully implanted its style and technology to mesh perfectly with Italian motoring tradition and a loyal customer base.

Earlier this year, Societa Belgarda, the fully Yamaha-owned assembly plant and distribution center in Italy, officially changed its name to Yamaha Motor Italia. Started 22 years ago as a Yamaha distributor, it was bought outright by the Yamaha group in 1994.

Gianni Iaia, Yamaha Motor Italia’s general manager for finance and administration, has no doubts about what makes Yamaha’s Italian subsidiary its most important in Europe. “The two most important places in the world in terms of tradition and development for motorcycles are Italy and Japan. If you exclude the US, we are together No. 1 in almost everything to do with motorcycles throughout the world.”

In fact Yamaha’s design center in Gerno di Lesmo, Milan developed the world-renowned BT1100 Bulldog street bike and the famous TT600RE Enduro bike. It is no wonder Yamaha has claimed the second largest market share in this sector.

Gianni Iaia, general manager for finance and administration of Yamaha Motor Italia

Its design department, dubbed C cube (CCC), is overseen by Japanese engineers and staffed with Italian technicians. It is also the center for research and development for all of Europe.

In Italy, the land of the classic scooter, Yamaha has a strong participation in the sector. Iaia says: “We forecast good growth for this next year.” With four new brands coming on the market this year, Yamaha Motor Italia is getting ready to race past the competition.

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