Yamaha Motor R&D Europe (YMRE) was founded in the early 2000s to meet the varying demands of European markets, adopting a ‘local’ vehicle design approach in order to be close to the tastes and needs of European customers. Since 2005, we have operated our unique R&D centre out of northern Italy. Rich in automotive culture and heritage, Italy was strategically chosen as a base for its proximity, allowing easy connections to advanced technology manufacturers, engineering services and rapid prototyping.

From its inception at the start of this millennium, we have grown in scope and personnel, integrating highly skilled staff from engineering departments across Yamaha’s European factories, to cover every facet of a modern R&D organisation. Since 2009, YMRE has run with over 100 members of staff, with roughly 70 employees directly involved in departments including Design, Engineering, Prototype construction, BOM (Bill of Material) and drawings administration, and Testing.

With a clear vision to design vehicles suited to the demands of European markets, the first projects were the development of small engine products such as 50cc to 125cc motorcycles and scooters. From there, YMRE’s product development range was expanded to include larger engine size vehicles, producing successful models, such as XMAX, Tracer and Ténéré 700 that helped to establish the strong reputation of YMRE as a leading R&D centre.

Models, designed and developed by Yamaha Motor R&D Europe, fuse Yamaha’s DNA with European motor vehicle knowledge and history, enriching each vehicle with a unique multi-cultured approach. This potent combination is perfectly aligned with Yamaha’s Kando* philosophy.

These models meet and create demands in European markets for high quality and thrilling rides, embracing Yamaha’s heritage and emotional past models, whilst looking to the future of customer style and needs.

Designers and Engineers Working in Synergy

The development cycle of a new R&D project – from an idea to a vehicle rolling off the assembly line – typically requires 3 years. Project targets are set, based on market analysis, with Yamaha’s vision for the end product being a crucial input from the start.

The final stage sees delicate refinements to the vehicle, before the production lines fire up to produce models for the customer.

Racing DNA

With the first victory arriving just 7 weeks after the foundation of “Yamaha Motor Co.” in 1955, Yamaha racing DNA does not need to be explained.

This same passion is also shared by many of YMRE people. This is why we are also particularly proud of the very close relation with the Yamaha Road Racing Technical Service (RRTS) which is also located in the Gerno di Lesmo Yamaha Campus. The RRTS is the driving force behind the Yamaha Motor Europe WorldSBK program, here the R1 which has got the Triple Crown in 2021 has been developed as most of the GYTR road racing parts Yamaha is making available for Racing Customers.

YMRE is supporting RRTS with back office operations but also giving access to engineering skills and machinery which can make the difference when Racing development needs to get the maximum of Yamaha knowledge, and the same time the relation with RRTS is giving back to YMRE the excitement and the adrenaline that just Racing can generate.

Since 2005, YMRE has led the design process of nearly 30 Yamaha models, including the fourth-generation 2017 XMAX and the recently launched 2020 Ténéré 700, which both received the prestigious Red Dot Design Award**. Other flagship models include the YZF-R125, the Sport Touring TRACER-7, the Sport Heritage XSR700, and the ground-breaking naked 2019 MT-07. Additionally, we design and develop genuine Yamaha accessories simultaneously with each model to enhance its functionality and also limited series of products like the TMAX 20th Anniversary that was much appreciated by TMAX-lovers.

Consistent customer favourites and always in high demand, the success of vehicles developed by YMRE has laid a strong foundation for the centre. As it continues to move forward, leading the way in the creation of future technologies, we meet and create demand in markets ever-hungry for the latest in Yamaha perfection.

We always reach out to the future, while never forgetting our experiences and lessons from the past. YMRE’s development guidelines are continuously aimed at offering a vision and solutions for the future.

The “E” in YMRE does not only stand for “Europe”. It also stands for EMOTION, tinted by Yamaha’s Kando philosophy and spirit. And, at the frontline of society’s evolution, the “E” also stands for ELECTRIFICATION and ENVIRONMENT.

Everyone at YMRE is driven by this consolidated “YMR-E3” mission. Tomorrow is calling and we are ready to offer vision and solutions for a better future.

* Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that we experience when we encounter something of exceptional value.

** Red Dot Design Award is an international design competition, aimed to celebrate the diversity in the field of design in a business setting. An award ceremony is held annually, where winners from three disciplines – Product Design, Brand & Communication Design, and Design Concept- are selected by a jury of experts within the disciplines.