Yanmar Compact Equipment (Yanmar CE) is expanding its service offering into a new Asia, Oceania, and Latin America (AOLA) region in a strategic move to capitalise on the high-growth potential of the region.
A global company with proud Japanese heritage, Yanmar CE has manufacturing facilities in Asia, North America, and Europe – and an extensive international dealer network. The company designs, manufactures, and supports compact equipment for a range of segments, principally those requiring earthmoving such as mining.
The newly formed AOLA region will be led by Naoki Maehara, a seasoned Yanmar executive, with more than 20 years of domestic and global experience within the company, in marketing and strategy roles, in multiple divisions, most recently as Chief Strategy Officer.
Maehara’s appointment as the inaugural president marks a significant milestone for Yanmar CE as it aims to expand its footprint in some of the world’s fastest-growing economies.
Business in the AOLA region spans 26 countries, including major markets like Australia, Brazil, China, India, and Indonesia, with a combined population exceeding 2 billion.
Maehara says its long-term potential for compact equipment sales growth is driven by urbanisation, industrial development, and the shift towards machine-assisted labour, particularly in sectors such as construction, mining, utilities, and demolition.
“AOLA presents unique growth opportunities,” says Maehara.
“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.”
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.
The company plans to leverage its market presence in countries like Brazil, South Korea, and New Zealand, and grow its presence in markets such as Thailand and India.
With beginnings in Osaka, Japan, in 1912, Yanmar was the first to market with the now-benchmark mini-excavator in 1933 and is credited with popularising the zero-tail swing concept.
Yanmar Compact Equipment’s products include extensive ranges of mini and midi excavators, wheel loaders, wheeled excavators, compact track loaders and tracked carriers. These are supported by a wide range of services designed to ensure customer success.
Write to Adam Orlando at Mining.com.au
Images: Yanmar Compact Equipment
