Yamaha Expands India Footprint, Reaches 600 Blue Square Showrooms

Chennai, 10 September 2026: India Yamaha Motor has inaugurated its 600th Blue Square showroom in India, marking a major expansion of its premium retail network. The milestone was achieved nationwide in September 2026 as Yamaha focuses on stronger sales, service, and parts support.

The network also aims to improve customer engagement and ownership experiences across regions. For buyers, the wider Blue Square presence means easier access to Yamaha’s premium motorcycles, scooters, accessories, and merchandise.

Yamaha Blue Square Network Expands

Yamaha introduced the Blue Square concept in 2019, following its ‘The Call of the Blue’ campaign launched in 2018.

The showrooms combine retail facilities with spaces for customer interaction and rider communities. They also showcase Yamaha’s racing heritage, design approach, and technology.

Each outlet includes dedicated areas for accessories, merchandise, and customer engagement. Blue Square outlets also support initiatives such as Blue Streaks for Yamaha riders.

What Buyers Get From Blue Square?

The expanded network can make Yamaha ownership more convenient across different regions. Buyers can access sales, service, and parts support through the growing retail network.

The company says the network has recorded balanced growth across India. It also supports Yamaha’s presence in the premium motorcycle segment and scooter market.

Key Yamaha bikes and scooters showcased through the network include: R Series supersport motorcycles, MT-15, AEROX 155, FZ Series, Fascino 125 FI Hybrid and RayZR FI Hybrid.

These models cover different riding needs, from daily commuting to performance focused motorcycles and scooters.

Hajime Aota On Blue Square Showrooms

Commenting on the achievement, Mr. Hajime Aota, Chairman, Yamaha Motor India Group of Companies, said: “Reaching 600 Blue Square showrooms is a significant milestone in Yamaha’s journey to build a stronger and more connected community across India. As the cornerstone of our premium retail strategy, Blue Square enables us to deliver a distinctive brand and ownership experience for our customers. Beyond retail, these showrooms have helped build a vibrant and growing Blue Streaks community, bringing Yamaha riders together through shared experiences and a passion for riding. I sincerely thank our dealer partners for their continued trust and commitment and warmly welcome our new partners joining us on this growth journey. Together, we will continue to strengthen Yamaha’s presence and bring customers closer to the Yamaha experience.”

Yamaha Targets Premium Motorcycle Buyers

Yamaha’s Blue Square expansion comes as the company strengthens its focus on premium customers. The showrooms are designed around a more engaging ownership experience rather than conventional retail.

Yamaha Motor India Group Chairman Aota said the 600 showroom milestone will help build a stronger rider community. He also credited dealer partners for supporting the company’s expansion.

The company sees Blue Square outlets as community hubs where riders can meet and share riding experiences.

Rivals Continue Premium Retail Push

Yamaha faces competition from brands including Royal Enfield, KTM, and Bajaj Auto in India’s premium motorcycle market. With 600 Blue Square outlets, Yamaha is increasing its retail reach while maintaining a dedicated premium showroom format.

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