With the opening of its 500th "Blue Square" showroom in India, Yamaha Motor India has achieved a significant milestone. With the intention of creating a more experience-driven environment for two-wheeler consumers, the brand's premium retail network has expanded continuously since it was first launched in 2019. Reflecting a renewed focus on its retail presence and brand positioning in the premium category, Yamaha has opened 100 of these outlets in the last nine months alone.

As competition in the mid-range and high-end two-wheeler market grows, Yamaha continues to base its retail brand on customer experience and brand exposure.

The Past of Blue Square

Part of Yamaha's larger "Call of the Blue" campaign, which debuted in 2018, the Blue Square format was created to go beyond typical dealership models. These showrooms place a premium on a more curated environment that highlights Yamaha's motorsport-influenced identity and design ethos. The retail establishments incorporate features like specialized accessory areas and programs for the rider community.

Brand engagement and product lineup

The current Yamaha range, including models like the R3, MT-03, AEROX 155, and well-known products like the YZF-R15 range, MT-15, and FZ Series, are on display in the Blue Square showrooms. These stores also offer group rides and brand engagement events under the "Blue Streaks" banner, catering to a younger audience interested in lifestyle-oriented motorcycling.

The firm claims that this network expansion is about more than just increasing sales locations; it's also about establishing a uniform buying and ownership experience across regions. "Reaching the 500-showroom mark is a proud moment," stated Itaru Otani, Chairman of Yamaha Motor India Group of Companies, emphasizing that the brand strives to deliver a consistent experience to customers throughout the country.

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