A drive through Bangkok can often take longer than expected, and this is putting it mildly. The well documented congestion on many of the capital’s roads consists of cars, trucks and some 15 million two-wheelers. With this figure constantly increasing, the two-wheeler industry has become one of the most competitive in the kingdom. Thai Yamaha Motor is achieving significant success within this challenging and rapidly growing sector.

With the local Thai market dominated by one of the largest Japanese bike manufacturers, Thai Yamaha Motor has decided to take a different route rather than follow the leader. “In Thailand, motorbikes are a part of people’s everyday lives; they are a necessity,” says Tomotaka Ishikawa, president of Thai Yamaha Motor. “When I first saw this market, Yamaha was just following the leader. So I decided that we had to do something innovative. Last year we created a combination of a moped and a scooter. The ‘Spark’ is an automatic -- with a large wheel size, a large luggage box and good handling even on rough roads.”

Tomotaka Ishikawa, president of Thai Yamaha Motor

The Spark has become an unqualified success.

Ishikawa is also focusing on the importance of customer satisfaction based on Thai Yamaha Motor’s mission statement: “We should have the best customer satisfaction in Thailand. The dealer is a key player in this respect as we want excellent dealers to stay one step ahead.”

“Our mission statement consists of action, a challenging spirit, communication and co-ordination and finally, teamwork,” he explains. “We need respect for each individual in the company and this extends to our suppliers and dealers.”

In addition to focusing on the domestic market, 2003 is also seeing an increase in exports of assembled engines, parts and components for the company -- thus widening the scope of its business.

“The biggest challenge we face is to have a successful business” says Ishikawa. “Thai culture is different from any other, and part of our commitment to this society is training our people. I would like to give authority to Thai people as there is a great deal of potential here. Although it may take time, this is an important goal for our company.”

Ishikawa knows success must be built on a firm foundation of steady growth.

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