Yanmar Compact Equipment (Yanmar CE) has announced the creation of its new Asia, Oceania, and Latin America (AOLA) region. This strategic move underscores the company’s commitment to capitalising on the high-growth potential of the region.
Effective October 1st, the newly formed AOLA region will be led by Naoki Maehara, a seasoned Yanmar executive, with over two decades of domestic and international experience within the company, in marketing and strategy roles, in multiple divisions (Marine, Agriculture, Construction and Yanmar Holdings headquarter), most recently as Chief Strategy Officer of Yanmar CE. His leadership of the new AOLA region will focus on executing the company’s strategic vision and driving growth in these key markets.
Maehara’s appointment as the inaugural president marks a significant milestone for Yanmar CE, as it aims to expand its footprint in some of the world’s fastest-growing economies. Currently, business in the AOLA region spans 26 countries, including major markets like India, China, Brazil, Indonesia, and Australia, with a combined population exceeding 2 billion. Its long-term potential for compact equipment sales growth is immense, driven by urbanization, industrial development, and the shift towards machine-assisted labour, particularly in sectors such as construction, utilities, and demolition.
“AOLA presents unique growth opportunities,” said Maehara. “Customer requirements differ greatly in these developing nations, where durability and competitive pricing are essential, compared to the high-end market demands of customers in markets such as Japan, Europe and the US.”
Creating a region-wide sales and support ecosystem
Yanmar CE’s new AOLA region has ambitious growth objectives, including developing a more market-appropriate product portfolio, strengthening the distribution channel and boosting organisational growth. As Maehara explains: “We need to launch competitively priced products that are durable and suited to the needs of developing countries. Additionally, we will look to strengthen our distribution network on both sales and aftermarket customer support, in order to maintain strong long term relationships with customers.”
The company plans to leverage its already strong market presence in countries like Brazil, South Korea, and New Zealand, and grow its presence in markets such as Thailand and India.
“The AOLA region will play a critical role in Yanmar CE’s Winning Aspiration to become a global leader in compact equipment,” said Maehara. “By delivering the right products and building a strong distribution network, we are well-positioned to capture a significant share of this vibrant and diverse market.”
