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Thai Yamaha Revs Up for Comeback.
Byline: Santan Santivimolnat
Dec. 8--Thai Yamaha Motor Co says it is gearing up to be a stronger competitor in the motorcycle market and recover the share it had lost to its rivals.
The company, formerly Siam Yamaha, has the backing of its Japanese parent, Yamaha Motor Co, which took a majority stake of 51 percent in April last year. Yamaha Motor also poured three billion baht into the Thai unit after restructuring debts totalling 1.3 billion baht, made worse by the 1997 financial crisis.
About 50 Japanese personnel were sent to help the Thai firm develop products, with the cost met by the Japanese parent.
Production has been restructured to increase efficiency and reduce costs.
"We are moving full-scale to compete, confident that our market will improve in the foreseeable future," said Praphan Phornthanavarsit, the executive vice-president.
The Thai company expects to increase its motorcycle sales to 140,000 units next year from 100,000 this year, lifting its market share to 15 percent next year and 20 percent in 2003 from 12 percent last year. It hopes to achieve a 25 percent share in 2005 by launching new models and making minor changes to existing products to suit domestic and export demand.
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