PMV Middle East



Following the launch of its Premium Red machines in the North American market in 2020, Yanmar is expanding their availabili­ty to the EMEA and selected Asian markets. The new Premium Red paint colour brings Yanmar’s compact equipment in-line with Yanmar Group’s image.

“Our dealers and our customers really like the new colour,” says Jeff Pate, sales director, Yanmar Compact Equipment North America. “Everyone feels that Premium Red attracts attention on the jobsite, and just as the quality and reliabilit­y of our products stand out from the competitio­n, in a sea of yellow competitiv­e machines in North America, our Premium Red colour stands out too.”

For Yanmar, the shift from the Yanmar yellow is more than a cosmetic colour change. Giuliano Parodi, CEO, Yanmar Compact Equipment, explains: “Yanmar Compact Equipment is on a journey of transforma­tion. We aim to be a global leader in compact equipment and with the help of our dealer partners, deliver sustainabl­e business solutions for our customers and the societies in which they operate. Our acquisitio­ns of the last few years are now fully integrated into a harmonized, Yanmar CE way of working, with common processes and customer focus right across our enlarged product and services portfolio. For us, Premium Red sends out a clear signal that we are one company, with a clear product strategy. But our transforma­tion goes far beyond our machines, we are challengin­g the way we think and the way we work, to transform our products, our business, and our brand to create even more value for our customers.”

In product transforma­tion, Yanmar Compact Equipment is currently evaluating several alternativ­e fuel and powertrain technologi­es and recently unveiled its first electric mini excavator prototype, the new SV17E, aimed at customers in the European market in the 1.5 to 2.0 tons segment.

“Our prototype is significan­t because it demonstrat­es our capability to bring the quality and reliabilit­y of our highly respected convention­al engine technology into the arena of electrific­ation,” says Cedric Durand, director-product management, EMEA.

In business transforma­tion, Yanmar Compact Equipment is continuing to invest in manufactur­ing infrastruc­ture and in expanding their global dealer network to increase the proximity to customers, reduce lead times and improve service. Closely linked to these investment­s is the focus on creating an amazing customer experience.

“Our move to Premium Red across our machines certainly signals a change and we are confident that our customers will start to see other changes too,” says Elsie De Nys, global director, channel and brand developmen­t.

“We have the ambition to be a leader, not only in machines but in the customer experience too and are working hard to get closer to our customers to identify new and innovative ways in which we can add value to them.”

The change to the new Premium Red also heralds a new confidence in the Yanmar Compact Equipment brand and coincides with the launch of its new tagline, Together We Build.

“Our aim, together with our dealer partners, is to build stronger relationsh­ips and create even greater customer value,” says Giuliano Parodi. ‘Together We Build’ underlines our commitment to transformi­ng Yanmar Compact Equipment and with the help of our dealers, to focus on creating a new and exciting experience for our customers.”

For Yanmar Compact Equipment, change is in the air and the fresh, new image of the Premium Red machines, certainly reflects the optimism running through the business. This milestone moment is about shared goals and ambitions and about building a better future for everyone.

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