Yamaha Motor Netherlands, Belgium and Luxembourg merged into the Benelux branch
Beginning of June it was officially announced that the Belux Yamaha importer D'Ieteren would stop its motorcycle activities. As expected, Yamaha Europe will from now on serve these markets itself through Yamaha Naderland. Yamaha Netherlands provided more clarity about this today via a press release.
Yamaha Motor Europe N.V. has informed dealers in Belgium and Luxembourg that it will take care of the distribution of Yamaha Motor products itself from January 1, 2021. Currently, the Dutch market for motorcycles, motor scooters and outboard motors and other motorized Yamaha products is served by the Dutch department of Yamaha Motor Europe.
Yamaha is the market leader in both motorcycles and motor scooters. In Belgium and Luxembourg, the brand has been represented by D'Ieteren Sport since 1975. From January 1, 2021, the three Benelux countries will be served by the Benelux department of Yamaha Motor Europe.
This new Yamaha operating company will operate from the Yamaha Motor Europe office (see photo above) at Schiphol-Rijk, with a specialized BeLux team operating in Belgium.
Logical next step
All dealers in the three countries concerned were recently informed. Mario Janssen (far left in the photo below) who is currently Country Manager of the Dutch Yamaha Motor Europe department, is enthusiastic about the new structure.
He says: “Like most of our fellow motorcycle manufacturers, we at Yamaha Motor Europe are increasingly centralizing and this is a logical next step in that process. We are convinced that this new structure will give us greater strength, economies of scale and synergy because we can serve the three markets in an integrated manner.”
Sales, marketing and distribution
After the reorganization, Janssen will also lead the Yamaha Motor Europe Benelux branch. From January 1, 2021, he and his team will be responsible for the distribution of Yamaha motorcycles and scooters, outboard motors, WaveRunners, ATVs & Side by Sides, golf cars and generators. In addition, Yamaha Motor Europe, Benelux branch, is an importer of the boat brands Buster, Yamarin, Linder, Pioner, and YAM under the EmPoweredby Yamaha label.
Photos: Yamaha
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