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    Thread: Yamaha and Mahindra Two-wheelers set to join hands

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      Yamaha and Mahindra Two-wheelers set to join hands

      In a bid to expand and penetrate, in the Indian market, with more intensity than ever before, the Japanese bike manufacturer, Yamaha is mulling upon operating with Mahindra Two-Wheelers in the form of a “holistic business partnership.”

      The association between the two giant automobile makers could involve manufacturing and marketing tie-up. Moreover, it would assist the Japanese bike maker to compete more effectively and efficiently against close rivals, Honda and Suzuki in India, sources confirm.

      If everything heads as per plans, Mahindra Two-Wheelers is expected to support Yamaha in earning unprecedented laurels in the major, 100 cc to 125 cc, domestic biking segment, in order to reiterate its 150 cc segment performance. The Japanese major is likely to make use of low-cost manufacturing strategies and Mahindra's dominance and brand loyalty in the rapidly growing Two-wheeler market. On the other hand, Mahindra will have access to Yamaha's unmatched technological know-how in Two-wheelers.

      “There were comprehensive discussions going on …. They (Yamaha) wanted many things. They're looking at a holistic business partnership, which includes marketing and manufacturing,” a inside source said. “Yamaha is a complicated organisation with many investors, so this is not a straightforward matter. Nothing has been finalised yet … the talks have not reached the investment stage,” he added.

      Another source, closely related to the venture, said that developments have gained momentum, and Mahindra would possibly revive its strategies following the technical problems that cropped up in its sole bike model, Stallio last year. A tie-up may bring out a technology or a licensing agreement between the two makers.

      In April, it was reported that Yamaha was in search of a strategic partner in India, in order to enter the mass domestic motorbike segment that is 100 cc to 125 cc, with much aplomb. This segment accounts for over 70 per cent of the bikes sold in the country.

      The Japanese bike maker had then roped in around five merchant bankers, in order to draft out a perfect model for such a strategy. A technological tie-up and a production tie-up for low-cost manufacturing were among the primary suggestions. In addition, a strategic stake sale by Yamaha to the partner, as part of an agreement on technology and production, found a place in the first three approaches.

      Thus, both Yamaha and Mahindra are looking forward to the association, wherein the auto manufactures would make an effort to transform every underdeveloped area, within the system, into a developed one.

      SOURCE
      Last edited by camchennai; 6th Nov 2011 at 03:28. Reason: Removed additional spacings

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      Not sure how it would benefit Yamaha and M & M

      Couple of years back, Yamaha bought out escorts shares and wanted to become a full fledged two wheeler maker, now why do they want to get in to partnership mode again?

      Quote Originally Posted by Biker View Post
      The association between the two giant automobile makers could involve manufacturing and marketing tie-up. Moreover, it would assist the Japanese bike maker to compete more effectively and efficiently against close rivals, Honda and Suzuki in India, sources confirm.
      M & M is not and renowned manufacturer in 2 wheeler segment, they are already struggling with their products, OTOH Yamaha is doing pretty well and they are slowly picking up in sales.

      Quote Originally Posted by Biker View Post
      The Japanese major is likely to make use of low-cost manufacturing strategies and Mahindra's dominance and brand loyalty in the rapidly growing Two-wheeler market.
      Can someone please explain me what dominance does M & M has in 2 wheeler market?

      Quote Originally Posted by Biker View Post
      In April, it was reported that Yamaha was in search of a strategic partner in India, in order to enter the mass domestic motorbike segment that is 100 cc to 125 cc, with much aplomb. This segment accounts for over 70 per cent of the bikes sold in the country.
      Yamaha already has a product in this category, now how will M & M help?? M & M came with one model which was a super duper flop and it is suffering from enough niggles!!

      For the record, M & M is known for breaking partnership....All their love affairs broke abruptly and had a sore end.....so based on their historical commitment to strategic partnership will any company come forward to start a affair with them?

      Example -

      M & M >>> Ford
      M & M >>> Renault

      There was also another partnership which broke...don't remember which one
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      AFAIK, it would be Mahindra Crux, Mahindra Alba, Yamaha FZ Yamaha Fazer Yamaha R15.

      Yamaha is not that much trusted in Rural areas, and Mahindra would help them get some brand value.

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      Not sure what is the rationale behind this. Like camchennai said, M&M is also a fringe player in the two-wheeler market. Worse, they don't have the technical competence that Yamaha does.

      Yamaha should go for it alone. We don't wan't another TATA-FIAT type JV. Please!

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      Isn't the news of a tie up a rumor?

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      Yamaha India Motors’ CEO & MD, Mr. Hiroyuki Suzuki, who had this to say about these rumor,

      We are not looking for business partnership with any company. Our Mid-term plan is on track and we will be making sizeable investments for new product development, sales & service network strengthening and capacity expansion over the next few years.
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      Where are the Mahindra bikes? I have not seen a single Mahindra bike on the Chennai roads.

      Certainly I don't want to ride a Mahindra FZ-S
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