Yamaha Inaugurates 500th ‘Blue Square’ Showroom, Bolstering Premium Customer Experience Across India
Milestone marks a new phase in the company’s retail strategy, emphasizing immersive brand engagement and nationwide accessibility for its premium two-wheelers.
BENGALURU, INDIA—India Yamaha Motor Pvt Ltd (IYM) has announced the inauguration of its 500th ‘Blue Square’ showroom, a significant milestone that underscores the company’s commitment to expanding its premium retail footprint and enhancing the customer experience nationwide. The landmark opening signals a new phase in Yamaha’s growth strategy, focusing on exclusive, experience-driven spaces that reflect its rich racing heritage.
The ‘Blue Square’ concept, introduced in 2019, is a central pillar of Yamaha’s ‘The Call of the Blue’ brand campaign, which was launched in 2018. These showrooms are designed to be more than just retail outlets; they are vibrant hubs where customers can immerse themselves in the brand’s aesthetic and performance-oriented legacy. The name ‘Blue Square’ itself encapsulates this vision, with ‘Blue’ representing Yamaha’s global motorsports DNA and ‘Square’ symbolizing a central, community-focused space.
A Commitment to Customer-Centric Growth
The rapid expansion of the network is a testament to Yamaha’s focus on accessibility and customer engagement. The company has added 100 new ‘Blue Square’ outlets in the last nine months alone, demonstrating an accelerated pace of growth. These showrooms are strategically located to cater to a young and aspirational customer base, offering a curated environment for brand exploration.
Commenting on the achievement, Mr. Itaru Otani, Chairman of the Yamaha Motor India Group of Companies, highlighted the network’s role in the company’s premium retail strategy. “Reaching the 500-showroom mark is a proud moment in our journey to build a stronger, more connected Yamaha community,” Otani stated. “Each outlet goes beyond retail—it’s a space for customer engagement, brand exploration, and rider community building through initiatives like Blue Streaks rides. We sincerely thank our dealer partners for their continued trust and contribution to delivering a consistent and premium Yamaha experience.”
Forging a Unified Riding Community
Beyond sales and service, the ‘Blue Square’ network serves as a cornerstone for community building. Each showroom is equipped with dedicated zones for accessories, merchandise, and customer engagement, creating a holistic brand experience. Community initiatives, such as ‘Blue Streaks’ rides, are regularly organized from these hubs, allowing riders to connect, share their passion, and celebrate the spirit of Yamaha together.
The showrooms proudly feature Yamaha’s most sought-after models, including the Supersport-inspired R3, the dynamic MT-03, and the sporty AEROX 155. The lineup also includes popular models like the YZF-R15 range, MT-15, FZ Series, Fascino 125 FI Hybrid, and the Ray ZR FI Hybrid, all designed to deliver superior performance and an engaging riding experience. This diverse portfolio, showcased within the premium ‘Blue Square’ environment, reinforces Yamaha’s position as a leader in India’s premium two-wheeler segment.
