Yanmar revealed its new branding effort to a U.S. audience last week during the America’s Cup, including a new logo, a concept boat and new diesel engine, a clothing line, a concept agricultural tractor and a related clothing line.
The 100-year-old company’s new “Flying Y” logo, designed by Kashiwa Sato, CEO of Japan-based Samauri Inc., will be incorporated into all product lines and marketing worldwide.
Industrial designer Ken Okuyama introduced the concept X39 express cruiser, developed in close collaboration with Yanmar. It's powered by twin concept FY01 Yanmar 6-cylinder diesel engines — extremely compact models producing 100 mhp per liter. The boat is designed to achieve a top speed of 43 knots.
Limited-production versions of the boat and engine are tentatively planned for the end of 2014.
The new Yanmar marine and agricultural clothing lines were created through fashion designer Naoki Takizawa.
The new marine wear incorporates lightweight yet waterproof materials that retain heat, specially cut for ease of movement. A titanium white color scheme with red accents incorporates the new Yanmar logo. The clothing line is expected to launch in 2014.
"Expanding into new areas of business enables Yanmar to further build its brand, driving the value proposition for our products deeply into the products themselves," Yanmar America president Ted Bregar said in a statement. "We will continue to invest in our customer service and collaboration with our distribution network to match the excellence of our products as we become a brand that represents premium value for our customers.”