Yamaha India strengthens premium presence with 500th 'Blue Square' dealership
In the dynamic world of Indian two-wheeler manufacturing, Yamaha Motor India Group of Companies is making significant strides with its Blue Square showroom strategy. This innovative approach aims to create exclusive, experiential retail spaces that showcase Yamaha's racing DNA and cater to the aspirational and premium customers in the mid-range and premium two-wheeler market.
The Blue Square showrooms serve as vibrant hubs where customers can engage with Yamaha’s performance-oriented products and aesthetics, reinforcing the brand’s premium position. Since their launch in 2019, these showrooms have rapidly expanded, reaching 500 locations across India as of July 2025, demonstrating a nationwide reach in sales, service, and support.
This expansion is part of Yamaha’s broader premium segment push, targeting emerging markets despite some recent cooling in demand. By offering a focused experience to upscale customers and aligning with Yamaha’s racing and innovation legacy, the brand aims to differentiate itself from competitors by providing a more engaging and premium retail and after-sales experience.
The showrooms display models like the R3, MT-03, AEROX 155, YZF-R15 range, MT-15, and FZ Series, offering a curated setting that showcases Yamaha’s design philosophy and motorsport-influenced identity. Additionally, the Blue Square showrooms host group rides and brand engagement activities under the 'Blue Streaks' banner, further enhancing the customer experience.
The strategy also focuses on improving Yamaha’s market penetration in premium segments by strengthening brand visibility and boosting customer loyalty through superior service and exclusive showroom environments. This approach blends brand heritage with customer-centricity, helping Yamaha solidify its position in India’s mid-range and premium two-wheeler markets through enhanced customer experience and strong brand identity tied to performance and motorsports.
Some of the upcoming bikes under Yamaha's portfolio include the Yamaha XSR125 with a 124.0 cc engine, a fuel efficiency of 47.6 kmpl, and a price range of 1.35 Lakhs Rupees. The Yamaha R7 boasts a 689.0 cc engine, a fuel efficiency of 24.0 kmpl, and a price range of 10 Lakhs Rupees. The Yamaha RX 100 offers a fuel efficiency of 35 kmpl and a price range of approximately 1 Lakh Rupees. The Yamaha NMax 155 features a 155.0 cc engine, a fuel efficiency of 35.0 kmpl, and a price range of 1.30 - 1.37 Lakhs Rupees. The Yamaha Lander 250 comes with a 249 cc engine and a price range of 1.70 - 1.80 Lakhs Rupees.
In summary, Yamaha’s Blue Square showroom strategy is designed to deepen the brand’s connection with discerning customers, improve sales and service network quality, and solidify its position in India’s mid-range and premium two-wheeler markets through enhanced customer experience and strong brand identity tied to performance and motorsports.
- As part of its broader strategy, Yamaha's Blue Square showrooms also host group rides and brand engagement activities, demonstrating a commitment to providing a premium lifestyle experience that aligns with its racing and innovation legacy.
- The upcoming Yamaha portfolio includes a variety of models catering to different segments, exemplifying how Yamaha integrates technology with sports performance to cater to the evolving preferences of its advanced customers, thereby creating a unique blend of lifestyle, technology, and sports.
