Our Four Strengths

Yamaha has continued to foster four distinctive strengths throughout its history spanning more than 135 years. Each of these strengths is an important source of Yamaha’s unique competitive edge that its competitors cannot imitate. Our ability to combine these strengths is both a major point of differentiation and a driver of our growth. With its foundation formed by these strengths, Yamaha aspires to achieve ongoing growth while improving corporate value.

• No. 1 Share in Global Musical Instrument Market
• Combination of Craftsmanship and Technologies
• Combination of Technologies with Sensibilities
• Connections with Customers Worldwide

No. 1 Share in Global Musical Instrument Market^*

In its mainstay musical instruments business, Yamaha holds the No. 1 share of the global musical instrument market.* We have a particularly strong lead in the market for digital musical instruments with a share of around 50% of the global market for these instruments. Meanwhile, we are able to utilize the insight and brand recognition fostered in the musical instruments business to establish a strong presence in our audio equipment business and to develop our automobile interior wood components and other businesses. This strong market share and the brand value that enables us to guide entire markets are a core source of competitiveness for Yamaha.

• Estimates by Yamaha Corporation

Combination of Craftsmanship and Technologies

Throughout our long history of producing musical instruments, we have refined the craftsmanship capabilities that have helped us create even better musical instruments using the eyes and hands of our professionals. Meanwhile, through scientific research of each production process and the utilization of cutting edge techniques, we have built a foundation comprised of industry-leading manufacturing technologies. The fact that we are able to maintain and integrate our refined craftsmanship capabilities and advanced technologies at a high level is a major strength of our approach to production.

Combination of Technologies with Sensibilities

As we develop our musical instruments and audio equipment businesses, we have continued to pass our deep understanding of and vast insight related to sensibilities for determining a good sound and a good sound environment down through the generations. This insight and understanding serve as our unique strengths and enable us to differentiate our products and services from our competitors. We are evolving our sensibility evaluation technologies as a means to effectively utilize our insight and understanding. Leveraging these technologies, we are striving to meld our various other technologies, such as our acoustic, digital, and electronic technologies, which in turn will enable us to offer unique products and services that cannot be imitated by competitors.

Connections with Customers Worldwide

Yamaha has established sales offices in over 30 countries and regions to create a directly operated sales network tailored to the characteristics of each market. The functions of these sales offices are not limited to product sales, as they also act as artist relations and service bases. Moreover, this network enables us to advance activities for popularizing music through the development of music schools, the School Project, and other means. In this manner, Yamaha is unique in how it has formed connections with a wide range of customers worldwide.