. Premium Red machines were first introduced onto the North American market in 2020, and this roll out sees Yanmar’s EMEA (Europe, Middle East, Africa), AOLA (Asia excl. Japan, Oceania, Latin America) and Japanese markets completing the metamorphosis. The new Premium Red paint colour brings Yanmar’s compact equipment in-line with Yanmar Group’s image.
This shift from the well-known Yanmar yellow is more than simply a cosmetic colour change.
“Yanmar Compact Equipment is on a journey of transformation,” explains CEO, Giuliano Parodi. “We aim to be a global leader in Compact Equipment and, with the help of our dealer partners, deliver sustainable business solutions for our customers and the societies in which they operate.
“Our acquisitions of the past few years are now fully integrated into a harmonised, Yanmar CE way of working, with common processes and customer focus right across our enlarged product and services portfolio. For us, Premium Red sends out a clear signal that we are one company, with a clear product strategy. But our transformation goes far beyond our machines. Indeed, we are challenging the way we think and the way we work, to transform our products, our business, and our brand to create even more value for our customers.”