The quest for premium

YAMAHA'S NEW STRATEGY IN TWO-WHEELER SPACE

- VIKRAM CHAUDHARY

YAMAHA HAS ENTERED the nascent Indian electric two-wheeler mobility market by unveiling two premium scooters — the Aerox-E and the EC-06. While their prices are set to be announced in early 2026, Ravinder Singh, senior vice-president, Sales & Marketing, Yamaha Motor India, said that the company is taking a cautious and quality-focused approach rather than chasing immediate volume.

“The scooters we are launching are at the premium end of the market, which is practically nonexistent,” Singh told FE, making it too early to talk about numbers. “But I am confident that the segment will grow once Yamaha’s entry encourages others.”