Yanmar Compact Equipment (Yanmar CE) has announced the creation of its Asia, Oceania and Latin America (AOLA) region, which is led by Naoki Maehara as president, effective 1 October 2024.
A seasoned Yanmar executive, Mr Maehara has over two decades of domestic and international experience within the company, in marketing and strategy roles, in multiple divisions (marine, agriculture, construction and Yanmar Holdings headquarters), and most recently served as chief strategy officer of Yanmar CE. His leadership of the newly formed AOLA region will focus on executing the company’s strategic vision and driving growth in these key markets.
With this latest move, Yanmar CE aims to expand its footprint in some of the world’s fastest-growing economies. Currently, the company’s 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. Its long-term potential for compact equipment sales growth is immense, 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. 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,” explained Mr Maehara.
Yanmar CE’s new AOLA region has ambitious growth objectives, including 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,” said Mr Maehara. “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.”
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,” added Mr Maehara. "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.”
