Yamaha boat clubs designed to spread boating across Japan
By IBI Magazine
Yamaha has started a network of "Sea Style" rental clubs across Japan to promote boating to the average Japanese. The clubs are located in 40 marinas from Hokkaido to Okinawa. "In the past people went fishing or cruising and costs were high and time involved substantial," Jun Takenaga, Yamaha's head of domestic marine sales, told Reuters. "Now, we're seeing regular workers just looking for a fun outing on the sea." Boat ownership in Japan has traditionally been expensive, on par with owning a Lexus. But Takenaga said that boat rentals are often less than a golf outing in Japan. The club members reserve boats to that they can drive themselves or hire a captain and boat at affiliated marinas around Japan. Membership dues start at around ¥6,000. All members must have their pilot license, which they can acquire in several days. Yamaha, which entered the boat business in 1960, reported ¥289.9 billion in marine-related sales in fiscal 2007. Beyond building outboards and boats, it also operates boat license schools as well as marinas. Yamaha says that the Sea Style club currently has 11,000 members, and predicts a near 50 per cent increase this year. "If existing members only have four friends join, we're then at 40,000," said Takenaga. "If we think longer term, 100,000 customers are possible."
(29 April 2008)
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