Saturday, April 13, 2024


Using the brand’s 65th anniversary as a headline theme, Yamaha Motor UK (YMUK) has put together a major promotion hung around demonstrator test rides, to help reboot showroom footfall post-lockdown and generally raise its range profile in current challenging conditions.

And accepting that dealerships will be stretched in terms of customer capacity by coronavirus-related social distancing and hygiene measures, this will be spread over a two-month period spanning July and August. Dealers have been invited to discuss demo fleet availability with their area sales managers.

The promotion is incentivised with a substantial package of goodies and trade support materials. Customer-facing offers include limited-edition 65th anniversary T-shirts depicting 12 of Yamaha’s most iconic models — available free to each individual booking test rides. There is also a freebie souvenir Yamaha Motor Icons magazine showcasing these and more historic bikes.

A data-capture aspect is attached to the demo programme too. Customers will be required to complete evaluation forms (returnable to YMUK) after their test rides — and essentially the T-shirts will act as rewards for filling them in. 

In parallel, another showroom traffic driver is a free-to-enter competition to win a Tracer 700, running throughout the promotional period. POS showroom support includes A2 posters, balloons, coasters and competition entry forms, as well as the relevant test-ride paperwork.

An extensive digital advertising campaign is planned to back the event. In addition, it will feature prominently on the YMUK website and on Media Links dealer websites. Dealers are also being urged to complement YMUK’s official campaign with their own direct marketing actions, local advertising and social media posts.

Addressing his dealers, YMUK marketing manager Jeff Turner said: “It is a very special event which gives you excellent opportunities for sales and product promotion.”

Turner went on to say: “We would therefore suggest you consider extending your opening hours for some pre-booked test rides, maximising the opportunity given by the longer summer evenings and giving customers the chance for a one-to-one visit, to minimise the perceived risks associated with visiting showrooms and social distancing.”



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