The 12th Auto expo got off to a terrific start for Yamaha Motor India as the company launched its latest automatic scooter – ‘The Alpha’ and put on display one of the most exciting and innovative collection of products at Hall No. 6, India Expo Centre. The theme of the Yamaha stall is to bring out the essence of the Brand – “Revs your heart”. A total of 16 models are on display, including concept models, motorcycles and scooters.

The New Alpha is developed to target family customers with its concept of "Easy to go and high utility city mover". The new model is stylish and muscular and adopts an air-cooled 4-stroke 113cc engine with CVT (Continuous variable transmission) that delivers smooth start-up acceleration and pickup along with great fuel economy. Its key features include 1) Good Mileage (*62 km/l) & Excellent Engine Performance 2) Easy to use even for female with easy leg reach, telescopic suspension and upright type rear suspension 3) Ample Storage Capacity (21 l) 4) Excellent riding comfort for single & tandem riding with a flat long seat and large foot space for both rider and pillion. *SIAM certified

This model will be manufactured by India Yamaha Motor (IYM) and marketed by Yamaha Motor India Sales (YMIS).

The occasion was marked by "Mr. Hiroyuki Yanagi, President, Chief Executive Officer and Representative Director, Yamaha Motor Co., Ltd who was here to unveil 'The Alpha'.

Commenting on the occasion, Mr. Yanagi said, "We certainly see a lot of potential for the Scooter Market in India as we expect it to reach 3.6 million units in 2014. India has a crucial role to play in our global Yamaha group and this year our focus here is on three important strategies. The first being introduction of new models reflecting the unique style and concept of Yamaha with products that deliver great performance and are also cost efficient. The second is to intensify our Sales & Marketing capabilities and After Sales Services. The third strategy involves expanding our market and reaching out to more customers by tapping untouched regions. This includes the rural market in India where the Yamaha Brand still has a low presence".

"I am very happy to add ‘Alpha’ to our scooter lineup in India which is most certainly in line with our first strategy and I am confident that the Alpha will indeed pave its way to winning customer’s hearts."

Yamaha is already investing Rs 1,500 crore in its new plant which will be operational by end of this year. 2013 has indeed been a fruitful year for Yamaha as it witnessed a 33% growth rate despite a sluggish market. In the domestic market, the company sold 4.6 lakh units in 2013 and aims to sell 6 lakh units in 2014.

The company had recently introduced its Maiden Mascot to promote the Yamaha Children Safety Program (YCSP which is a first of its kind social initiative to educate and influence both parents and children about vital road safety measures) and was running a mascot naming contest for kids which concluded on 27th Jan. On this occasion, the company also took the opportunity to announce the naming contest winner who named the Maiden Mascot as 'Zippy'.

Yamaha Stall Details

The theme of the Yamaha booth for the 12th Auto Expo is "Revs your Heart", offering a chance for visitors to experience products that will indeed Rev their hearts.

The booth displays multiple models that seek to win new customers in the motorcycle and scooter market and introduce some of the initiatives in progress. The booth is divided into various zones. There is the Family zone displaying Yamaha's latest offering – 'The Alpha', the Ray Zone, the Z Zone displaying the Ray Z, SZ Series and FZ Series along with the FZ S concept model. The Big bike Zone displays the R1, VMAX and FZ 1 and the Racing zone displays R15 and the YZR-M1 MotoGP model. The Tokyo concept Model of the R25 is also on display at the booth.

The models on display and the technology they employ is an embodiment of Yamaha's "Refined Dynamism" design philosophy that seeks to stimulate the emotions with genuine and innovative expressions of dynamism and beauty.