Yanmar Compact Equipment Adopts Premium Red Color Across All Machines

Yanmar Compact Equipment has now rolled out its Premium Red paint color across all of its machines on a global scale.

The company’s Premium Red machines were first introduced into the North American market in 2020, and this roll out sees Yanmar’s EMEA (Europe, Middle East, Africa), AOLA (Asia excl. Japan, Oceania, Latin America) and Japanese markets completing the color shift. The new Premium Red paint color brings Yanmar’s compact equipment in-line with Yanmar Group’s image.

Yanmar’s SV17e electric mini excavator prototype with Premium Red color

“Our dealers and our customers really like the new color,” says Jeff Pate, sales director, 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 color stands out too.”

Yanmar CEO Giuliano Parodi explains: “Yanmar Compact Equipment is on a journey of transformation. 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.

“For us, Premium Red sends out a clear signal that we are one company, with a clear product strategy,” Parodi continues. “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 evaluating several alternative fuel and powertrain technologies. It recently unveiled its first electric mini excavator prototype, the new SV17e, which features the new Premium Red color and is aimed at customers in the European market in the 1.5-2.0 tons segment.

“Our prototype is significant because it demonstrates our capability to bring the quality and reliability of our highly respected conventional engine technology into the arena of electrification,” says Cedric Durand, director product management EMEA.

The change to the new Premium Red also heralds a new confidence in the Yanmar Compact Equipment brand, says the company, and coincides with the launch of its new tagline, ‘Together We Build.’

“Our aim, together with our dealer partners, is to build stronger relationships and create even greater customer value,” says Parodi. “’Together We Build’ really underlines our commitment to transforming Yanmar CE and with the help of our dealers, to focus on creating a new and exciting experience for our customers.”


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