Two Days of Passion and Performance
The Yamaha Motor Australia Land Mobility division recently hosted the 2024 Dealer Reunion, bringing together the extensive network of dealers from across the country. Held over two days, this year's reunion was themed We R Family, representing unity and the shared passion that drives the Yamaha brand. The two-day event served up a blend of new product reveals, business insights, workshops, and track experiences, making it a memorable Kando event for everyone involved.
Day One
Grand Welcome
Dealers were greeted at the impressive Western Sydney Conference Centre with an immersive event hosted by television personality and Yamaha fanatic Grant Denyer, whose genuine enthusiasm for the Yamaha brand is infectious.
Highlights from day one included new model reveals that showcased Yamaha’s latest innovations, a first look at the 2025 MT-07, YZF-R3, YZF-R1/M, and the stunning all-new YZF-R9 that created quite a buzz in the room. Complementing the reveals were interviews with Yamaha racing stars Mike Jones and Cru Halliday, as well as next-gen champion Cameron Swain.
YMA Managing Director and CEO Darryl Lovegrove shared an overview of Yamaha’s strategic plans, highlighting the company's commitment to innovation and market leadership. This was followed by a detailed market update from Matthew Ferry, General Manager of Sales and Marketing for Land Mobility, outlining the current market trends and strategic initiatives aimed at keeping Yamaha at the top of the tree.
Reflecting on the reunion, Matthew Ferry said it had been a while since an event of this size had been held. “Our last Dealer Reunion was back in 2018, pre-Covid, so we thought it was time to pull out all the stops and bring everyone back together, he explained. “The fact that we had so many new models to discuss is another good reason for a get together – and that Yamaha motorcycles are currently enjoying number one market share is a bonus.”
Workshops and Dealer Development
The afternoon of the first day offered a series of engaging workshops tailored to support dealer development. Yamaha’s digital marketing partner Reload Media, focused on maximising social media presence—an increasingly vital component of dealer success in today’s market. Op2ma and Pitcher Partners, delved into business optimisation strategies, emphasising the importance of refining the details. The Link and Motivation Inc. explained the concept of Kando, a core element of Yamaha’s philosophy that underlines the brand’s commitment to its customers.
Gala Dinner
Day one concluded with a spectacular gala dinner, an opportunity for dealers and staff to unwind and celebrate a successful year. The dinner provided a platform for Yamaha Motor Australia to recognise and congratulate the outstanding achievements of its dealer network, with awards presented to top-performing dealerships.
The curation of the ballroom perfectly reflected the “We R Family” event theme. Yamaha’s full range of R series sport bikes was showcased on a display styled as a racing circuit starting grid. Every model was represented, from the entry-level YZF-R15 to the flagship YZF-R1M, including the all-new YZF-R9.
One of the standout attractions was a beautifully restored 1998 YZF-R1, presented in a life-sized Hot Wheels-inspired display box. The tribute highlighted the R-series range as the ultimate performance toys that capture the imagination of motorcycle enthusiasts of all ages. The iconic machine is now displayed at the Yamaha Motor Australia head office.
Day Two
Yamaha Village
Day Two of the reunion took the excitement to the next level when dealers headed to Sydney Motorsport Park for a unique track day experience. Yamaha transformed the pit area into a vibrant pop-up village, showcasing the full spectrum of its product divisions. From marine and golf cars to power products and unmanned aerial systems, each division had its own marquee, highlighting the depth and diversity of the Yamaha brand. This unique setup allowed dealers to interact with staff from various sectors, including franchising, IT, Corporate Branding, Yamaha Motor Finance and Insurance, and Genuine Parts and Accessories.
For Matthew Ferry the event was the culmination of months of hard work by his Land Mobility team. “It was amazing to realise our dream of bringing all sectors of our business together to show Yamaha’s strength in depth,” he said. “No other brand can put on an event like this across such a diverse product group, which is why we went to so much effort. The feeling of pride and passion came through on all levels for dealer partners and our staff.”
High-Octane Thrills.
The track day featured a comprehensive lineup of 54 Yamaha motorcycles, spanning categories from sport and naked bikes to supersport, sports touring, and scooters. Dealers had the chance to test all of these models on the iconic 3.9-kilometer circuit, experiencing first-hand the performance and engineering excellence that has made Yamaha number one. Professional rider training and circuit tips were provided by MotoSchool, ensuring a safe and exhilarating experience for everyone involved.
Adding to the excitement, professional Yamaha racers showcased the newly-revealed YZF-R9 supersport model with a high-speed on-track demonstration by Yamaha Racing stars Mike Jones, Cru Halliday, and Cameron Swain to show off the capabilities of the all-new machine. Lunchtime entertainment was provided by the Airtime Freestyle Motocross team, who wowed the crowd with their high-flying acrobatics on Yamaha dirt bikes.