Yanmar CE zooms in on Australia

Yanmar Compact Equipment (Yanmar CE) has announced the creation of its new Asia, Oceania, and Latin America (AOLA) region, highlighting the company’s commitment to capitalise on the high-growth potential of the region.

Effective October 1, 2024, the newly formed AOLA region will be led by Naoki Maehara, who has over two decades of domestic and international experience within Yanmar in marketing and strategy roles across multiple divisions (Marine, Agriculture, Construction and Yanmar Holdings headquarter).

He was most recently Chief Strategy Officer at Yanmar CE. His new role will see him focus on executing the company’s strategic vision and driving growth in the AOLA key markets.

Currently, business in the AOLA region spans 26 countries, including major markets like India, China, Brazil, Indonesia, and Australia, with a combined population exceeding two billion.

Yanmar sees massive long-term potential for compact equipment sales growth in the region, driven by urbanisation, industrial development, and the shift towards machine-assisted labour, particularly in sectors such as construction, utilities, and demolition.

"AOLA presents unique growth opportunities,” Maehara said. “Customer requirements differ greatly in these developing nations, where durability and competitive pricing are essential, compared to the high-end market demands of customers in markets such as Japan, Europe and the US."

Some of Yanmar CE’s objectives for the new AOLA region include developing a more market-appropriate product portfolio, strengthening the distribution channel and boosting organisational growth.

“We need to launch competitively priced products that are durable and suited to the needs of developing countries. Additionally, we will look to strengthen our distribution network on both sales and aftermarket customer support, in order to maintain strong long term relationships with customers,” Maehara said.

The company plans to leverage its already strong market presence in countries like Brazil, South Korea, and New Zealand, and grow its presence in markets such as Thailand and India.

"The AOLA region will play a critical role in Yanmar CE’s Winning Aspiration to become a global leader in compact equipment," Maehara said.

"By delivering the right products and building a strong distribution network, we are well-positioned to capture a significant share of this vibrant and diverse market."