Yanmar CE establishes AOLA region and appoints Naoki Maehara as President

Yanmar Compact Equipment (Yanmar CE) has announced the creation of its new Asia, Oceania, and Latin America (AOLA) region. This strategic move underscores the company’s commitment to capitalizing on the high-growth potential of the region.

Effective October 1^st, the newly formed AOLA region will be led by Naoki Maehara, a seasoned Yanmar executive, with over two decades of domestic and international experience within the company, in marketing and strategy roles, in multiple divisions (Marine, Agriculture, Construction and Yanmar Holdings headquarter), most recently as Chief Strategy Officer of Yanmar CE. His leadership of the new AOLA region will focus on executing the company’s strategic vision and driving growth in these key markets.

Maehara’s appointment as the inaugural president marks a significant milestone for Yanmar CE, as it aims to expand its footprint in some of the world's fastest-growing economies. Currently, business in the AOLA region spans 26 countries, including major markets like India, China, Brazil, Indonesia, and Australia, with a combined population exceeding 2 billion. Its long-term potential for compact equipment sales growth is immense, driven by urbanization, industrial development, and the shift towards machine-assisted labour, particularly in sectors such as construction, utilities, and demolition.

"AOLA presents unique growth opportunities,” said Maehara. “Customer requirements differ greatly in these developing nations, where durability and competitive pricing are essential, compared to the high-end market demands of customers in markets such as Japan, Europe and the US."

Creating a region-wide sales and support ecosystem

Yanmar CE’s new AOLA region has ambitious growth objectives, including developing a more market-appropriate product portfolio, strengthening the distribution channel and boosting organizational growth. As Maehara explains: “We need to launch competitively priced products that are durable and suited to the needs of developing countries. Additionally, we will look to strengthen our distribution network on both sales and aftermarket customer support, in order to maintain strong long term relationships with customers.”

The company plans to leverage its already strong market presence in countries like Brazil, South Korea, and New Zealand, and grow its presence in markets such as Thailand and India.

"The AOLA region will play a critical role in Yanmar CE’s Winning Aspiration to become a global leader in compact equipment," said Maehara. "By delivering the right products and building a strong distribution network, we are well-positioned to capture a significant share of this vibrant and diverse market."

About Yanmar Compact Equipment

Yanmar Compact Equipment (Yanmar CE) is a global leader in the design, manufacture and support of compact equipment for a range of segments, principally construction and other earthmoving applications. Its products include extensive ranges of mini and midi excavators, wheel loaders, wheeled excavators, compact track loaders and tracked carriers. These are supported by a wide range of services designed to ensure customer success. A global company with proud Japanese heritage, Yanmar CE has manufacturing facilities in Asia, Europe and North America – and an extensive international dealer network. Renowned for its innovative approach – it was the first to market with the now-benchmark mini-excavator, and is credited with popularizing the zero-tail swing concept – Yanmar CE remains a trusted brand known for its reliability, performance and commitment to customer satisfaction. These traits are demonstrated through the company’s tagline – ‘Building with you’.

For more details, please visit the official website. https://www.yanmar.com/global/construction/

About Yanmar

With beginnings in Osaka, Japan, in 1912, Yanmar was the first ever to succeed in making a compact diesel engine of a practical size in 1933. A pioneer in diesel engine technology, Yanmar is a global innovator in a wide range of industrial equipment, from small and large engines, agricultural machinery and facilities, construction equipment, energy systems, marine, to machine tools, and components. Yanmar’s global business operations span seven domains. On land, at sea, and in the city, Yanmar provides advanced solutions to the challenges customers face, towards realizing A Sustainable Future.
For more information, please visit www.yanmar.com/global/about/.