Yanmar is Premium Brand

The construction equipment manufacturer expands its position in Europe with a central sales office, investments in a new product line, strenthening the management team while commiting to its tradition of more than 100 years.

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Yanmar Construction Equipment Europe S.A.S. focuses on premium quality and reinforces its position in Europe. Jean-Marc Reynaud, President Yanmar Construction Equipment Europe S.A.S., says: „We invest in the quality of our products, optimise our business processes and strengthen our management team. Thus, we are laying the foundations for Yanmar’s future as premium manufacturer in Europe.“

Part of this strategy is the development of the new SV series, which was introduced to the European market in 2014. The multi-functional machines ideally combine sophisticated technology, outstanding performance with low fuel consumption, reliability and durability. With these products, Yanmar ties in with its long-lasting experience and competence in the development of premium excavators.

In October 2014, the construction equipment manufacturer with roots in Japan opened a centrally located sales office in Reims, France, in order to further optimise its business processes. Situated near the country’s most important motorway connections and next to the TGV train station Champagne-Ardenne, the new branch allows the closer cooperation between Yanmar and its European sales partners and distributors. Also, the company’s contacts to Russia, Africa and the entire Mediterranean region will be maintained from Reims.

At the beginning of 2015, Yanmar filled a key position to strengthen its management: Andreas Hactergal, a heavyweight of the industry, was appointed Sales and Marketing Director of Europe, Africa, the Middle East and Russia (EMEAR).

Yanmar’s new logo further emphazises its vision. With reference to the company name „Yanmar“, which has its origin in „Oniyanma“ (dragonfly), the logo shows the wings of a dragonfly in an abstract form. In Japan, the dragonfly stands for a rich harvest and sucess. This reflects Yanmar’s commitment to maximum technical achievement and market leadership. The corporate colour red embodies pioneering spirit, stability, passion, sunlight and wealth.