Yamaha again market leader after 13 years

Four Yamaha motorcycles are in the top 10 best-selling motorcycles in the Netherlands. Those are the Ténéré 700, Tracer 9, MT-09 and MT-07. Mario Janssen, Country Manager Yamaha Motor Europe, Branch Benelux, is delighted. He says: “My colleagues in Japan and at Yamaha Motor Europe and our great dealers work extremely hard every day. That this hard work is now paying off in the No. 1 position in the Dutch market is a wonderful result and as far as I am concerned payback for work!”

Yamaha events

Like no other motorcycle brand, Yamaha knows how to engage riders and fans. For example, Yamaha organizes annual events including the well-attended Yamaha Experience Days at TT Assen and Circuit Jules Tacheny in Mettet, Belgium, a Demo Ride Tour at more than 35 dealers in the Benelux and the adventurous Ténéré Travel Trophy.

High expectations 2024

Yamaha expects another good result in 2024. The importer attributes that to the large number of events coming up. There are also new models, such as the acclaimed Yamaha XSR900GP. A new MT-09 is coming and there will be two new variants of the Ténéré 700, the Extreme and the Explorer.

Of course, there is never any certainty of holding the lead. BMW is sure to score high sales with its R 1300 GS, making it, like its predecessor 1250 GS, the best-selling motorcycle in the Netherlands. Honda, now second, Kawasaki and Suzuki also have many new models on the roll for 2024. Those brands, too, are thus applying for a podium spot in 2024.