Yamaha Just Made Some Big Corporate Changes, and Here’s Why They Matter

Yamaha Motor USA, for instance, has a new boss.

Photo by: Yamaha

By: Enrico Punsalang

Jul 2, 2025 at 8:16am ET

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Yamaha isn’t just one of the biggest names in motorcycles—it’s a global force in the powersports world. Whether it’s high-performance sportbikes, off-road machines, scooters, or even electrified two-wheelers, Yamaha’s presence stretches across nearly every major market. It’s a brand that shapes trends, sets standards, and keeps the competition on its toes.

So when the company announces a management reshuffle, it’s not just an internal memo—it’s a potential preview of what’s next for the industry.

As of July 1, 2025, Yamaha made some strategic leadership changes that, while corporate-sounding on paper, could have major ripple effects, especially in the US, where the brand continues to fight for market share. The most significant move? Eishin Chihana, a seasoned Yamaha executive with deep roots in the global motorcycle business, is now taking charge of Yamaha Motor Corp. USA. Chihana’s resume reads like a global tour of Yamaha’s most important markets: Europe, India, Southeast Asia, and more. He’s been involved in product planning, market development, and was instrumental in bringing bikes like the MT-03 and R3 to emerging regions.

Former Yamaha India chief, Eishin Chihana, is taking the reins of Yamaha Motor US.

Photo by: Yamaha

Now that he’s heading the US arm, it’s fair to expect some realignment—possibly new model launches, specifically machines that are focused on practicality and accessibility.

On the manufacturing side, Takahiro Imanishi will now focus solely on running Yamaha’s global Manufacturing Center. For reference, this dude previously led Yamaha's US-based production facility in Newnan Georgia, so he clearly knows a thing or two about streamlining production, boosting efficiency, and preparing factories for the future.

Meanwhile, Tsutomu Kesamaru has been promoted to lead the Customer Experience Business Unit, which tells us Yamaha is doubling down on what happens after the sale—better service, smarter connectivity, and a more polished ownership journey.

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There’s also Takashi Kimoto, who’s moving from Yamaha Indonesia to a senior manufacturing role in Japan. Considering how important Indonesia is for Yamaha’s small-displacement and commuter bikes, Kimoto’s promotion could mean more cross-border knowledge sharing and smarter global supply chains.

So while this reshuffle might look like your standard corporate shake-up, it could have very real implications on what Yamaha builds, how it builds it, and how it supports riders around the world. For fans of the brand—or anyone watching the future of motorcycles—this is worth paying attention to.