Yamaha Motor renews brand showroom in Yokohama

Yamaha Motor has reopened its Yamaha E-Ride Base brand showroom in the Minato Mirai area of Yokohama following a strategic renewal. The facility, which serves as the company’s only corporate showroom in the Kanto region, aims to expand its reach beyond its current demographic of visitors aged 30 and older to attract more women and younger audiences.

The renovation focuses on three key areas: expanding the event space for diverse collaborations, increasing the retail area with a wider range of brand goods, and refreshing exhibition content. The new layout features three distinct zones: Roots, Today, and Future, designed to showcase the company’s history, current product lineup, and future technological initiatives.

To celebrate the reopening, Yamaha is hosting a special collaboration event with the HoYoverse urban fantasy RPG, Zenless Zone Zero. Running until March 18, 2027, the exhibition includes a custom XSR900 GP motorcycle inspired by the game character Starlight Billy, alongside special video content and interactive displays.