Premium Red compact machine colour marks new era for Yanmar

Yanmar has adopted the Premium Red paint colour globally across all of its compact machines, after debuting it in the North American market two years ago. The new paint scheme matches Yanmar's compact equipment with the overall image of the Yanmar Group.

"Our dealers and our customers really like the new colour," stated Jeff Pate, Director of Sales, Yanmar Compact Equipment North America. "Everyone feels that Premium Red attracts attention on the jobsite, and just as the quality and reliability of our products stand out from the competition, in a sea of yellow competitive machines in North America, our Premium Red colour stands out too."

The colour change is part of a deeper transformation for the company, according to CEO Giuliano Parodi.

"We aim to be a global leader in Compact Equipment and with the help of our dealer partners, deliver sustainable business solutions for our customers and the societies in which they operate. Our acquisitions of the last few years are now fully integrated into a harmonized, Yanmar CE way of working, with common processes and customer focus right across our enlarged product and services portfolio," Parodi said. "For us, Premium Red sends out a clear signal that we are one company, with a clear product strategy. But our transformation goes far beyond our machines; we are challenging the way we think and the way we work, to transform our products, our business, and our brand to create even more value for our customers."

Yanmar CE is currently looking into a variety of alternative fuel and powertrain technologies as part of its product transformation; the company recently introduced an electric mini excavator prototype, the SV17e, targeted towards the European 1.5 to 2 tonne segment. In business transformation, Yanmar is investing in its manufacturing infrastructure and in expanding the global dealer network to increase proximity to customers, reduce lead times and improve service to create an amazing customer experience.