Japanese auto giant Yamaha recently signed actor Deepika Padukone to endorse its newest range of scooters which also marked its entry into the Indian scooter market.
It is for the first time actor Deepika Padukone will endorse an automobile product with Yamaha as it prepares to launch its latest range of scooters for the very first time in the Indian market. So far we have seen the likes of Priyanka Chopra and Preity Zinta endorsing scooters of other brands and signing on actors has become a trend. While Deepika will endorse the scooter section of Yamaha, John Abraham will continue to be the brand ambassador of the company’s flagship bikes.
Commenting on the occasion, Mr. Hiroyuki Suzuki, CEO and MD, India Yamaha Motor Pvt. Ltd. said, “We are very pleased with our alliance with Ms Deepika Padukone to endorse our scooter ‘Ray’ which just like Deepika signifies ‘cool and beauty’. Being young, fit, sporty and stylish, Ms. Deepika has all the elements that our customers will subscribe to when they buy our scooters. The youth adore her, respect her and follow her because she signifies an inherent sense of style that easily blends in with that of brand Yamaha.”
The Ray scooter will be targeted to the upmarket ladies under 24 years old and the formal launch will take place around the festive season of Diwali this year. The new scooter will have a telescopic front fork suspension with a more simple hydraulic damper at the rear. Its wide, clear lens headlamp and turn indicators are housed in a smart raked, front apron. The company is aiming to sell at least 300,000 scooters in the first two to three years.
For Yamaha, the target for 2016 is to sell two million vehicles (scooters and bikes)—from 460,815 in 2011— and attain a 10 per cent market share. It also plans to get there by consolidating its position in the deluxe and premium 150 cc segment; roll out three to four scooters across categories that appeal to young women, families and elderly people.
The development is in line with the company’s effort to strengthen its brand, particularly in the scooter market. The company will continue with the YES! YAMAHA campaign which was introduced a couple of years ago. As part of the YES! YAMAHA campaign, many initiatives have been launched including ‘Bring back the Joy’ campaign, ‘Chabi Ghumao, Bike Le jao’ contest (Turn the key, win a bike contest) to name a few.