Yamaha has expanded its presence in India with 600 Blue Square showrooms now operational.

Yamaha has just expanded its dealership network by inaugurating its 600th Blue Square Showroom in India, thus diversifying its retail presence across the country. The company has stated that they have their presence now across all four regions and support sales, service and parts operations. 

The retail showrooms are designed as per Yamaha’s motorsports heritage and focuses on specific areas of accessories, merchandise, and customer interaction. 

Yamaha Blue Square Dealership Network

The Blue Square concept was first launched by the company in 2019, followed by Yamaha’s ‘Call of the Blue’ brand campaign in 2018. The first Blue Square showroom was started in Nandhanam, Chennai. The company rapidly expanded to 300 retail outlets in March 2024, which indicates that the number of stores have doubled in the last two and a half years. 

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As per Yamaha, the 600-outlet network represents expansion across various regions, as the company also uses the retail stores for customer engagement activities, which also includes the Blue Streaks community initiative. 

Hajima Aota, the Chairman of Yamaha Motor India Group of Companies, has expressed that this expansion is the company's premium strategy and the main aim is to reunite its riders together via the Blue Square and Blue Streaks networks. 

The rapidly expanding network is intended to enhance Yamaha’s motorcycle and scooter lineup in India, which includes the R-Series, MT-15, Aerox 155, FZ Series, Fascino 125 FI Hybrid and RayZR FI Hybrid range. The company also provides the EC-06 and Aerox E electric scooters, along with the FZ-Blue Flex Fuel (E85 compatible).