Our Philosophy

Empowered by a passion for innovation, we create exceptional value and experiences that enrich the lives of our customers. For over 60 years, Yamaha has endeavored to create diverse value through products and services, and we promise to continue delivering excellence in order to create a more fulfilling life for people all over the world.

Spirit of Challenge

The founder of Yamaha Motor Co., Ltd., Genichi Kawakami, set a clear standard for Yamaha brand engineering and manufacturing when he said, “It isn’t a product if it isn’t world class.” Of course, the meaning of the “world” he spoke of half a century ago and our global business environment today are very different.

Still, as we work today to supply products of increasing quality to people all over the world who use and love the Yamaha brand, these words remain an inspiration and a reminder for us to always set our goals high and continue the challenge of pioneering new fields of growth for the future. It is this “spirit of challenge” nurtured over many years that drives us toward constantly higher goals as we seek to build products with Yamaha’s high standard of quality that moves and inspires people.

Originality in Innovation

While developing optimal control technology for power sources, vehicle bodies, boats, and airframes, Yamaha has presented original concepts through innovative new combinations of them. Our principals are founded on a continuing desire to produce value that moves people, and are based on the evolving wants and needs of our customers. We strive to build a corporate culture that encourages enterprise, innovation and creativity.

Our corporate mission of being a “Kando Creating Company” is an expression of our desire to offer our customers around the world products and services that bring joy and unexpected exhilaration of the kind that enriches their lives with new fulfillment.

Superior Technology

While honing our core high-performance, lightweight, fuel-efficient, and compact technologies, we strive to give shape to our passion to exceed customer expectations by blending logic and emotion in our products. We also carefully select from core technologies that will maximize customer satisfaction and trust, and set ourselves lofty targets.

People remain our number one focus at Yamaha, and we realize that the way to bring joy and excitement into peoples’ lives is with technology that continues to push boundaries and fill needs.

Design and Style

Yamaha has always emphasized distinctive design features such as original styling, attention to detail, and fresh coloring, which have captured the public's attention. Yamaha’s first motorcycle, the YA-1, was designed with both performance and style in mind at a time when the concepts were mutually exclusive.

When Yamaha turned its attention to jet boats in the 1990s, we set out to design a boat that provided more space than any other bowrider in the industry because we knew it would satisfy our customers.

Today, we continue to incorporate shapes, colors and features that create an alluring presence and lend both enhanced functionality and a pleasing aesthetic to all of our products.

Creating Kando

Kando is a Japanese word for the simultaneous feeling of deep satisfaction and intense excitement that people experience when they encounter something of exceptional value.

For over 50 years, Yamaha has endeavored to create diverse value through products and services, and we promise to continue delivering excellence in order to create a more fulfilling life for people all over the world.

We strive to use our ingenuity and passion to realize peoples' dreams and always be the ones they look to for “the next Kando.”


By delivering true Yamaha products, we aim to create strong connections with customers. In every point of engagement, be it at first contact, or before, during or after purchase, we will work to convey our passion, generate excitement among our customers, and create the ultimate Kando experience.

At Yamaha, we want to create lifelong connections - with our customers, our employees, and our communities both near and abroad.

As a global company, it is our responsibility to act from a worldwide perspective and in accordance with global standards. We put it upon ourselves to conduct corporate activities with concern for the environment and the communities in which we live and work, and to fulfill our social responsibility with honesty and sincerity.