Yamaha RX-350 receiver, review

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Yamaha RX 350


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Consumer and discovery resulting in brand and new product design.

2004: had been consistently gaining share worldwide. However, in despite being present for 20 years, Yamaha was not faring In March that year, India appointed Embrand to this problem and recommend to increase market share. days In 1983, Yamaha operations in India, in collaboration Escorts, a leading Indian group, by launching its flagship product The Yamaha RD 350.

close to the average Indian car at time, its sales were lower than Escorts own Rajdoot, a popular motorcycle was a rural workhorse. The RD 350 created a Its paradigm-shifting performance, technology and presence left an imprint on bikers that still

The smaller and cheaper Yamaha RX 100 in 1986, and volumes and market of the brand accelerated significantly. The had clearly brought excitement in a used to seeing motorcycles of European technology and design as commuter tools. Yamaha and clearly became synonymous power, speed and adventure on two with its aesthetics and aural as its leitmotif.

Despite a burgeoning and a sizeable, growing educated class with a new-found for style, performance, adventure and success -Yamaha found losing its sheen. Competition was fiercer, product differentiation and was getting fuzzy.

Embrand set out to understand the motorcycle in India, shifts in brand over the years, internal and business influences and other through qualitative pilots and use of product development tools. The were several — all the new models that Yamaha over the many years was just one that represented its The RX 100.

The products that it, however, reflected the fact Yamahas obsession with the mainly Honda (Hero in India), had replaced its obsession its consumers. In doing so it had ended up Hondas game without weapons products and service width that strove to rider involvement to the level of a appliance. Honda riders motorcycles only because could not afford a car.

life was a constant struggle and was the last thing they from their two-wheeled appliances. Yamahas equity was in India, on the other hand, by whose involvement in motorcycling was they lived to ride. In on products aimed at satisfied commuters, Yamaha had come up its own legacy — a brand maximized thrills per litre, and not per litre.

Even though its new could match equivalent models in fuel efficiency, were unwilling to believe it And neither could Yamahas in their worn-out, small to Honda) showrooms, muster the to make a dent in these

Neither did they have a fix the RX 100 for the increasing number of affluent moto-assasins (Think Bosozuka showthread.php?958-Bosozuka-Tribesp=11565), for whom even kilometers per litre was beneath To add insult to injury, even fix was now available in mildly diluted but in packaging at the local Honda in the form of CBZ and Karizma, or at the local shop in the form of the Pulsar.

In short, Yamaha was a cult devotees had nothing but fading and even more faded Embrands strategic options to were simple: Beat in the commuting game with its own products that offered fuel-efficiency performance. Honda had so with its 83 kmpl, Fill it It, Forget it ethos introduced in to woo the Indian commuter off his Bajaj (the Indian version of the Vespa).

But 83 kmpl was a shift when the paradigm was Bajajs 30 Extrapolating this to 2004 offering at least 150 kmpl to Hondas 83 kmpl! Offering in a modern scooter with start and water-proof storage would reduce the commuters tremendously (a benefit remember!).

before doing so Yamaha to understand why a 100 kmpl scooter, Eterno, launched by Honda HMSI, Hondas solo in India that worked in with its other, co-branded, venture) in 2003, was not exactly a success. Win at its own game and produce a of latter day avatars of the RX 100 a 21st fix. To use another metaphor, if was considering footwear as a business in it could either set up Bata or Nike shops.

Trying to do in one shop would be disaster, as a at the history of TVS, another local two- wheeler would prove.

Finally, the key put to Yamaha were:

Look not just at your Indian but where your brand from the culture with HQ. and figure out what you are best at Why had changed its logo a few years Yamaha had used just its in a distinctive typeface on its motorcycles for across the world, but had recently it with its original symbol tuning forks as the spokes of a The origins of the logo lay in Yamahas business making musical

It was at this juncture that played back excerpts in-depth interviews with 1000 motorcyclists in 5 Indian Two quotes summed it up, You could a Yamaha well before you saw it. No has ever been able to that sound.

A lot of us have to buy and restore old RX 100s and RD 350s than buy anything else argument sealed it, and Embrand was the go-ahead to configure motorcycles could, once again, what it termed Yamahas music for India and demonstrate the logo on the tank meant. A technology is necessary here to engine music The Yamaha RD 350 and RX 100 high-revving 2-… engines a distinctive moan.

All Hondas in have been 4-strokes. The Yamaha in India was the RD 350, had two cylinders and two exhaust pipes, and rev willingly to 8750 RPM this at a when other motorcycles in would fall apart at RPM. While the simplest would have been to an RD 350 with modern styling, and a RX 100 in a vein at less cost for the market, Indian law was a deal

Yamaha RX 350
Yamaha RX 350

Environmental legislation had banned engines in the mid 1990s. The only was to launch a 4 cylinder 4-… as the modern avatar of the RD 350, and a two-cylinder 4-… as a replacement for the RX However, the cost of either would be prohibitive, and their would ensure purchase, by sons of corrupt politicians would mean about units at the most. (Good for but not for Yamaha !)

A compromise solution was arrived at:

the high price and low volumes of the 4 cylinder product, it would be a CBU Built Up) motorcycle imported Japan against confirmed This would be the magnet to devotees back to Yamaha No advertising would be required as magazine reviews would do the job

To quench the thirst of the working-class the lower priced, RX 100 avatar be a scaled down, built for in) India, single-cylinder product almost all the cutting-edge technology of the The styling product clinics showed a clear direction as a true Harley Davidson always be a cruiser, a true would always be a Nike err Valentino Rossis domination of GP with a Yamaha was a major here.

The most recognized for its Indian (in fact global for the Internet) devotees was the R1 just as the RD 350 was in the across the world, and later in While it could not replicate the RD engine music, it would a distinctive sound of its own the new sound of power.

The scaled down for local manufacture would be the R15 cc in Yamahaspeak) Indias first electronically fuel-injected, single four …, double-disc alloy-wheeled motorcycle with the of the R1. The technology and styling, and above all the would be sufficiently radical to for the loss of the RX 100s own engine

Once again, no advertising be needed beyond that for announcement value at launch the press on/offline would do the The above products, aimed at the and the upper-middle class, would be the of the revival of the brand. For the rest, and for voumes, Embrand suggested and simpler and cheaper versions but styling in vein of the emergent trend in Europe.

Yamahas range in this genre was the FZ and and the Indian version would therefore, be an FZ or Fazer, but with a single cylinder, air-cooled Variations of the above style were plotted on a 10 year roadmap to ensure consistent of the brand on Sport (acceleration, speed and handling) and not on Transport was to be the domain of the competition.

The dealers job be to simply stock, sell and the products would build the and their respective markets. It felt that. considering product design capabilities, it be more cost effective for it to in: a) Making fast and stylish than on TVCs that slow motorcycles look or used film-stars to make motorcycles look stylish. b) New rather than on new paint new stickers and new advertisements to make old look new.

esults R

pioneering move to import CBUs into India, followed with their own most of them at equal or higher prices. In 2009, Davidson used political to enter India with its range of CBUs the cheapest at INR 0.6 million. Mahindra, a new brand in the motorcycle, has followed a similar by designing and launching a sporting 300 cc as its anchoring act.

Hyosung, the Hyundai of motorcycles, launch 650 cc motorcycles in the INR 0.5-0.6 range in Qwith Garware an company known for its nylon fishing nets and shipping

The first product R1, was launched in within three years of completing its assignment, and the R15 and FZ 16/Fazer the R1 soon after. Yamahas share in India stopped its and started climbing upward not later. Each of the above products earned rave in Indian motoring media, millions in advertising expenditure for Cynics and critics wondered if any would buy a motorcycle for Rs.

12 lakhs, missing the point — a brand had fought its way back near oblivion to credibility in the largest and fastest motorcycle Competing companies, some of had opposed

Retrospect: Excerpt a comment by Jaspal Bajwa, CEO of Lomb (India) in 1994, to Berry, then head of N. Indian operations, prior to the of ray Ban sunglasses in India Ray Ban seems to be for most Indians today few of them have experienced the article, or seen such in the category. But with increasing and product experience, and the entry of expensive brands, the sticker-shock fade as the consumer perceives Ray Ban delivers value commensurate the price.

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