Yanmar Compact Equipment, a global player in the industrial machinery industry, is undergoing a shift in its approach to the market
According to global director of brand development, Elsie de Nys, one of the most striking decisions the company has undertaken in the last few years has been to depart from the conventional yellow livery of its machinery, opting instead for Premium Red. This represented its intent to stand out from a sea of largely yellow uniformity, embodying the company’s new-found confidence and customer centricity. With more red-coated machinery entering the market, Yanmar CE is reporting approval from customers, dealers and employees.
De Nys remarked, “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.
“The industry is in a period of fundamental change, both in terms of technology and business models. Unless we put the customer at the centre of everything we do, we’re not going to do the right things in the market of the future. That’s why we have embarked on a journey to infuse customer-centricity into our DNA, boosting collaboration, empathy, and trust across every touchpoint. Together with our dealers we are developing the tools to provide customers with a top-notch brand experience.”
The global director of brand development continued to explain that in this period of transition, people are buying into the braver iteration of Yanmar CE internally, which is proving instrumental in fostering the cultural shift necessary for sustained growth.
Putting customer’s first
According to Yanmar CE, the switch to Premiuum Red is symbolic of a deeper philosophy, encapsulated in its tagline of ‘Building With You’. This, De Nys explained, has said it is more than product alone, but knowing how the brand 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.”
