Yamaha Marine Reinforces Core Values of Reliability, Leadership and Innovation with Renewed Brand Focus

KENNESAW, Ga.--(BUSINESS WIRE)--Yamaha’s U.S. Marine Business Unit reinforces its reliability message by updating its product website, catalog and customer communications to reflect its core values of innovation, leadership and reliability. Backed by a legacy of award-winning customer satisfaction and product reliability, Yamaha continues to answer the “Why Yamaha Outboards?” question with compelling proof points that resonate across customer touchpoints.

Yamaha is a National Marine Manufacturers Association (NMMA^®) Customer Satisfaction Index (CSI) award recipient in the Outboard Engine category every year since its inception in 2001, an achievement no other outboard manufacturer can claim. Under its U.S. tagline, Reliability Starts Here^®, Yamaha sets the standard for outboard engine performance and dependability.

“Yamaha doesn’t just promise reliability and innovation—our customers prove it every day,” said Frank Wilhelm, Marine Marketing Manager, Yamaha U.S. Marine Business Unit. “Yamaha built a legacy as the industry leader in reliability, backed by a strong history of innovation and a consistent record of earning the CSI Award every year. These aren’t just accomplishments; they’re proof points that define our brand. No other outboard brand matches Yamaha’s track record for reliability, innovation and customer satisfaction.”

To reflect this focus, Yamaha Marine updated yamahaoutboards.com, the 2025 product catalog and all customer communications. The refreshed brand pillars section on the website highlights Yamaha’s three foundational values: Reliability, Leadership and Innovation, with a library of real-world proof points under each pillar for greater clarity and impact.

“To maintain our position as a leader in the marine industry, Yamaha will continue to innovate and provide the reliable, high-performance products boaters can count on,” Wilhelm said. “Our commitment to excellence goes beyond technology, it’s about delivering peace of mind to our customers, ensuring they can trust us on every journey, no matter the destination.”

A new brand campaign will follow the website updates, showcasing Yamaha owners who rely on their outboards to explore the Great Loop, visit the ends of the Earth, compete in major fishing tournaments and log over 15,000 hours on a single Yamaha 150-horsepower outboard in commercial service. This storytelling approach will drive messaging across all channels, including print, digital, social media and video content over the next two seasons.

Yamaha Marine’s product messaging, including advertising, social media, video, email and the 2025 catalog, reflects the brand’s strengthened core values. The 2025 catalog introduces Yamaha’s brand story with greater depth and flow, integrating reliability, leadership and innovation.

Yamaha Marine products are marketed throughout the United States and around the world. Yamaha Marine Engine Systems, based in Kennesaw, Ga., supports its 2,000 U.S. dealers and boat builders with marketing, training and parts for Yamaha’s full line of products and strives to be the industry leader in reliability, technology and customer service. Yamaha Marine is the only outboard brand to have earned NMMA^®’s C.S.I. Customer Satisfaction Index award every year since its inception. Visit www.yamahaoutboards.com.

###

This document contains many of Yamaha's valuable trademarks. It may also contain trademarks belonging to other companies. Any references to other companies or their products are for identification purposes only and are not intended to be an endorsement.

REMEMBER to always observe all applicable boating laws. Never drink and drive. Dress properly with a USCG-approved personal floatation device and protective gear.

© 2025 Yamaha Motor Corporation, U.S.A. All rights reserved.