Yamaha launched the Yamaha FAZZIO Hybrid Lite priced at 49,900 baht, delighting riders with installment plans starting at 1,600 baht per month, alongside the introduction of five new motorcycle models.
On 3 Feb 2026 GMT+7, Mr. Pongsathorn Euamongkolchai, CEO of Thai Yamaha Motor Company Limited (Yamaha), said the Thai motorcycle market has clearly changed over the past five years, especially with steady growth in the automatic motorcycle segment.
This aligns with the lifestyle of modern consumers, particularly in the automatic fashion segment with engines up to 125cc, which has seen a cumulative growth rate of 180% over five years.
In 2025, Thailand's motorcycle market showed slight growth influenced positively by tourism policies, investment recovery, and government economic stimulus measures, but also faced negatives from economic slowdown, credit approval rates, household debt, and international trade conditions.
Meanwhile, Yamaha grew faster than the overall industry, with the total market increasing 1.6% while Yamaha achieved 3.4% growth, reflecting product strength and consumer confidence in the Yamaha brand.
Yamaha's success comes from its fashion automatic motorcycles like the YAMAHA Grand Filano Hybrid, which saw continuous sales growth of 11%, setting record-high sales, and the YAMAHA FAZZIO, which grew 60%, playing a key role in driving Yamaha's brand growth.
For 2026, Yamaha has set a Growth Strategy for sustainable development through three main strategies:
1. Creating new markets by developing the Fashion Moped segment to cover diverse customer lifestyles.
2. Expanding the new customer base through distinctive designs, modern technology, and value that meets the needs of new-generation consumers.
3. Retaining existing customers by organizing activities that strengthen brand loyalty.
Yamaha will implement these three strategies alongside lifestyle marketing under the FEEL THE UNIQUE EXPERIENCE campaign, offering new products, marketing activities, and varied customer experiences, while enhancing 3S services (Sales, Service, Spare Parts) to maximize satisfaction following Yamaha's KANDO philosophy.
Introduction of five new motorcycle models.
Mr. Ukrit Pakvivath, Senior Vice President of Trade Planning and Marketing at Thai Yamaha Motor Company Limited, stated that amid ongoing economic challenges and more discerning consumers, Yamaha focuses on delivering distinctive features and long-term value across all segments, such as:
• YAMAHA Grand Filano Hybrid, a popular automatic motorcycle with premium design, vibrant colors, and fuel efficiency. Yamaha aims to strengthen its popularity through both offline and online communication, customer community building, and increasing market share to 30% in all areas.
• YAMAHA FAZZIO Hybrid, modern, compact, easy to ride, and the best value in the automatic segment. Sales strategies include expanding in every dealer with FAZZIO Corners, offering diverse accessories, incentive prizes, local influencer campaigns, and accessible pricing. The FAZZIO Hybrid Lite is priced at 49,900 baht with installments starting at 1,600 baht per month.
• YAMAHA PG-1, an outdoor fashion-style motorcycle priced between 50,000–60,000 baht, equipped with accessories to meet customer needs, with ongoing promotional activities planned to boost its popularity.
• YAMAHA AEROX155, reinforcing its position as a super sport automatic motorcycle featuring VVA, TCS, ABS, rear disc brakes, and a center tunnel enhancing its genuine sport automatic image, promoted primarily through motorsport activities.
• YAMAHA NMAX Tech MAX, featuring advanced YECVT technology, an intelligent electric clutch system exclusive to Yamaha, differentiating it from competitors.
Additionally, Yamaha is upgrading its Y-Connect application to Y-ON for easier, more stable use and new feature support, starting from 2 March 2026 GMT+7 onward.
Simultaneously, Yamaha continues strengthening its service under the 3S Value Creation concept, launching a new YAMALUBE formula developed by Yamaha engineers for higher lubrication efficiency, meeting international API and JASO standards to suit all uses, with new packaging enhancing YAMALUBE brand recognition.