Yamaha’s sub-brand Star Motorcycles, was created 20 years back in 2016 to lock horn with the leader in the cruiser segment, iconic American automaker, Harley Davidson. It’s not easy for the Yamaha, cause US customer keeps negative thinking for the Japanese brands, so it was necessary to keep an unique identity in front of them. Star was also doing same and independently was managing its own individuality like an arrangement between Nissan and Datsun.
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But now, Yamaha pronounce the assimilation of the Star Motorcycle brand into the Core brand. It will make easier to Yamaha, promote these Star cruiser motorcycles with the other Yamaha models.
Apparently, a few weeks ago, the Star official website was redirecting to the Yamaha’s US website that means Yamaha wants incorporation between both the brands under a planned strategy. But as per the Yamaha saying that they only wants to incorporate some of its bikes with the ‘street heritage’ segment cruisers.
The Japanese outfit want to repositioned Sport Heritage range which are SR400, XV950R, XJR1300 and the XV950 Racer with the Yamaha’s offerings like VMAX and SR400. It will be noticeable that how will integration of these two different range of motorcycles under a roof, will come up in front, negative or positive?. It’s just the saying, Star range of motorcycles imposed threat on leading cruiser manufacturer in the world, Harley-Davidson. In actual, both the brands enjoys positive greet by their likes in the market of US and Europe. Hope, this strategy will benefits the Yamaha now or onto the long run.