For Yamaha Motor, the word "Kando" is the essential heart of all business activities, whether motorcycles, marine products, or any kind of vehicle.
"Kando" is a Japanese term meaning "a deep sense of excitement and satisfaction upon experiencing something of value beyond expectations." This is what Yamaha strives to create for customers worldwide—not only through products but also through the experience and emotional value delivered with every use.
Yamaha's Marine business is a clear tangible reflection of "Kando." The company started its marine operations in 1960 with its first outboard motor, the "P-7." For over 60 years, Yamaha has continuously developed watercraft technologies and innovations, becoming a world leader in outboard motors, boats, personal watercraft (WaveRunner), as well as comprehensive marine control systems and services.
Today, the Marine business is one of Yamaha’s key pillars alongside motorcycles and serves as a main revenue source, providing stable profits to the company.
Yamaha's outboard motors most clearly express the "Kando" concept. Behind their powerful, efficient engines lies a design focused on the user’s feelings while on the sea—such as quiet engine noise, smooth acceleration, and reliable quality that makes operators feel safe and enjoy their experience. Yamaha doesn’t just manufacture engines; it creates an "experience" that brings joy and pride to boat owners every time they head out to sea, delivering "Kando" through actual use.
Regarding boats, Yamaha develops various types including recreational, fishing, and commercial vessels using FRP (Fiber Reinforced Plastic). This material is lightweight, strong, and resistant to seawater corrosion. This technology not only meets performance demands but also reflects meticulous attention to detail and production quality, embodying the "Kando" philosophy of offering customers beyond-expected value.
The WaveRunner jet ski, first launched in 1986, symbolizes the "excitement" Yamaha brings to the water. It’s more than just a fast vehicle; it connects people to nature and fun. Yamaha designs WaveRunner for high performance, easy handling, safety, and suitability for all users—from beginners to professional racers. Each time the engine starts, its sound and power immediately generate a sense of "Kando."
In the digital era, Yamaha has applied the "Kando" concept to marine technologies such as the Helm Master EX intelligent control system, which simplifies docking and multi-engine management, and the "Connected Boats" initiative through investment in Siren Marine, allowing owners to monitor their boats’ data in real time via smartphones from anywhere. These innovations not only enhance convenience but also build confidence, peace of mind, and joy in owning a Yamaha boat.
Yamaha’s Marine business also links "Kando" with global sustainability through the "Yamaha Rightwaters" project, aimed at marine environmental conservation—ranging from trash collection and ecosystem restoration to seagrass planting and recycling materials from old boats and engines. Yamaha believes "Kando" extends beyond user happiness to encompass societal and environmental wellbeing. Delivering an exceptional experience without harming the world is passing on a lasting impression across generations.
Strategically, Yamaha pursues the "Smart, Clean, Connected Marine" approach to provide deep and sustainable happiness to customers. "Smart Marine" focuses on intelligent technologies enhancing convenience and safety; "Clean Marine" develops environmentally friendly engines and boats to reduce carbon impact; "Connected Marine" integrates data and after-sales services into a comprehensive system for users to feel confident, comfortable, and exceptionally cared for. All these elements reinterpret "Kando" in a modern context where technology and emotion are seamlessly linked.
Overall, Yamaha’s Marine business not only generates substantial global revenue but also creates emotional and spiritual value for people who love the sea. Yamaha transforms boating from a mere activity into moments of joy, excitement, and pride. Every Yamaha marine product acts as a bridge connecting "Kando" between humans and the ocean.
Chareonsuk Limpbanjongkit
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