Yamaha has inaugurated its 600th Blue Square showroom in India, expanding its premium retail network. The company said these outlets are now present across all four regions, supporting sales, service and parts operations. The Blue Square showrooms are designed around Yamaha’s motorsports heritage and provide dedicated areas for accessories, merchandise and customer interaction.
- Followed Yamaha’s ‘The Call of the Blue’ campaign in 2018
- First one opened in 2019 in Chennai, Tamil Nadu
- Also intended to be community hubs for brand-to-rider and rider-to-rider interactions
Yamaha Blue Square: Progress so far
Exclusively for premium Yamaha products
The Blue Square concept was introduced in 2019, following the launch of Yamaha’s ‘The Call of the Blue’ brand campaign in 2018. The very first Blue Square showroom was opened in Nandhanam, Chennai. The company had reached 300 showrooms in March 2024, indicating that the number has doubled in the last two and a half years. Mumbai got its first Blue Square showroom in 2022.
According to Yamaha, the 600-outlet network represents expansion across regions while maintaining a common retail format. The company also uses the outlets for customer engagement activities, including the Blue Streaks community initiative. Yamaha Motor India Group of Companies chairman Hajime Aota said the expansion is part of the company’s premium retail strategy and is intended to bring its riders together through the Blue Square and Blue Streaks networks.
The expanding network supports Yamaha’s motorcycle and scooter portfolio in India, including the R-Series, MT-15, Aerox 155, FZ Series, Fascino 125 FI Hybrid and RayZR FI Hybrid range. The company also lists the EC-06 and Aerox E electric scooters, along with the FZ Blue Flex Fuel (E85-compatible) vehicle.
Yamaha currently manufactures motorcycles and parts at plants in Surajpur, Uttar Pradesh and Kanchipuram, Tamil Nadu, for domestic and overseas markets. The company said the outlets function as community hubs in addition to their retail role, with spaces for customers to interact with the brand and other riders.
With inputs from Eshisha Java and Stephen Raj Antony
Ved Janve
Vishal Venugopal
Dinshaw Magol
