Yamaha Inaugurates its 600th Blue Square Showroom in India

India Yamaha Motor Pvt Ltd (IYM) has crossed a significant milestone by inaugurating its 600th Blue Square showroom in the country. The achievement marks another step in Yamaha's strategy to strengthen its premium retail network experience for customers across India. Launched in 2019, Yamaha Blue Square showrooms have become the brand's exclusive retail format, offering customers a premium buying experience inspired by Yamaha's global racing heritage. In fact, Yamaha was one of the first brands to separate its conventional showrooms and premium dealerships. 

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Commenting on the achievement, Hajime Aota, Chairman, Yamaha Motor India Group of Companies, said “Reaching 600 Blue Square showrooms is a significant milestone in Yamaha’s journey to build a stronger and more connected community across India. As the cornerstone of our premium retail strategy, Blue Square enables us to deliver a distinctive brand and ownership experience for our customers. Beyond retail, these showrooms have helped build a vibrant and growing Blue Streaks community, bringing Yamaha riders together through shared experiences and a passion for riding. I sincerely thank our dealer partners for their continued trust and commitment and warmly welcome our new partners joining us on this growth journey. Together, we will continue to strengthen Yamaha’s presence and bring customers closer to the Yamaha experience.”

Yamaha introduced the Blue Square concept as an extension of its 'The Call of the Blue' brand campaign, which debuted in 2018. The retail format is designed to reflect Yamaha's performance-oriented identity while creating an immersive environment for motorcycle and scooter enthusiasts. With 600 Blue Square outlets now operational, Yamaha has established a strong presence across all four regions of the country. 

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The company says the network has played a key role in supporting its growth in the premium motorcycle segment while also catering to buyers of its performance scooters. Each showroom features dedicated spaces for genuine accessories, branded merchandise and customer interaction. Through initiatives such as Blue Streaks, these dealerships also serve as community hubs where Yamaha owners can participate in rides, events and other brand engagement activities.