Red Alert: Why Yanmar CE Dropped Its Yellow Livery

As part of the company's shift in market approach, execs explain the strategy behind the brand's 2020 departure from conventional yellow machine livery to today's Premium Red.

Radiant In Red Pic
Yanmar Compact Equipment

Yanmar Compact Equipment’s decision to move away from traditional yellow to Premium Red as its new machine livery was not only cosmetic.

According to the company, the shift represents a departure from tradition, aiming to make a statement of intent to "stand out in a sea of largely yellow uniformity."

"It's a very visible symbol of our new-found confidence and customer centricity," says Elsie de Nys, global director of brand development at Yanmar CE.  

Company leadership shares that this departure from the brand's familiar yellow livery was a calculated risk, but as the new red machines reach their way into the market, it represents a shift in strategy.

According to a press release, "The transformation is both deeper and wider than merely a change in color scheme. It is just one part of a holistic overhaul touching every facet of the business."

De Nys says, "Our ambition is to become both a truly global company and a leader in compact equipment. It’s more than a new coat of paint – it’s even more than having good products – we need to rethink almost every area of our business. This transformation is encompassing not only branding but also engineering, procurement – the entire value chain, in fact.” 

Central to this shift is the company's recognition of changing customer expectations. "The industry is in a period of fundamental change, both in terms of technology and business models. Unless we put the customer at the center of everything we do, we're not going to do the right things in the market of the future," says De Nys.

Yanmar Compact Equipment’s foray into Premium Red is symbolic of a deeper philosophy, encapsulated in its straightforward tagline "Building With You." De Nys explains: "It's about more than product alone ... it’s about knowing how a brand like Yanmar can help customers grow their own businesses. It underscores our commitment to forging enduring partnerships, transcending transactional relationships and delivering holistic solutions that are tailored to customer needs.”