Company News Yamaha Marine Announces Progressive Booth Concept Posted 2/9/2015 DESIGN COMPLEMENTS YAMAHA'S BRAND PROMISE AS CREATOR OF LIFETIME MEMORIES ON THE WATER Miami, Fla., Feb. 9, 2015 – Yamaha Marine announced today the adoption of an exciting and progressive booth concept to coincide with the company’s expanded boat show presence in the United States. Matthew Beck, designer at Exhibitus in Tucker, Ga., conceived the new booth concept. And as a former yacht designer, he was no stranger to the boating world. His knowledge of the physics of boating (hydrodynamics and fluid dynamics) was a tremendous asset. “The world of boating is a world of curves,” said Beck. “The curved shape of the displays is another visual element connoting movement; and while the evoked cowling shape was not by design, we were clearly happy with the association for the boating public.” “Yamaha’s outboard reliability has always spoken for itself,” Beck continued. “We did not want the architecture to detract from their products, but rather provide a complementary vessel for Yamaha’s brand promise.” The new booth encompasses individual exhibits of Yamaha’s outboard families, each with life-sized color backdrops of particular boating environments. As customers approach the displays, they are immediately immersed in the moment of boating enjoyment – the very core of Yamaha’s position as creator of lifetime memories on the water. At the same time, the restrained use of brushed stainless steel trim on the display edges and trim echoes Yamaha’s strength as an established, refined and premiere brand. Even the shape of the exhibits compels consumers. Their curved design at the top of the displays “moves” attendees up and forward visually and emotionally, as does the feeling of acceleration on the water. The associated product information on the displays is arranged in easy to read vertical formats, and provides enough to inform, but not overwhelm, which then allows booth workers to further engage with customers. Rigging and propeller displays have been simplified in similar fashion to improve the overall experience for boat show attendees. Yamaha’s outboards are carefully engineered for a multitude of boating applications. The focus on advanced technology such as plasma-fused cylinders and variable camshaft timing creates elegant engineering solutions, which offer smooth and quiet power that is second to none. The resulting boating experience not only preserves Yamaha’s integrity as a brand, but sets it far ahead of competitors, as witnessed by Yamaha’s history of earning the Marine Industry CSI Customer Satisfaction Index® Award for 13 years running. “We’ve added several boat shows to our annual agenda, so the time was right to move forward with a fresh concept that more fully engages our customers and reflects our brand promise,” said Dale Barnes, Marketing Division Manager, Yamaha Marine Group. “The Yamaha brand offers customers not only unparalleled benefits, but also reflects an enthusiast lifestyle consisting of serious boaters, so the new design was a tall order. We look forward to engaging our boat show customers with the booth’s new visual and emotional appeal.” Yamaha Marine products are marketed throughout the United States and around the world. Yamaha Marine Group, based in Kennesaw, Ga., supports its 2,000 U.S. dealers and boat builders with marketing, training and parts for Yamaha’s full line of products and strives to be the industry leader in reliability, technology and customer service. Yamaha Marine is the only outboard brand to have earned NMMA’’s® CSI Customer Satisfaction Index award every year since its inception. Visit www.yamahaoutboards.com. ### This document contains many of Yamaha's valuable trademarks. It may also contain trademarks belonging to other companies. Any references to other companies or their products are for identification purposes only, and are not intended to be an endorsement.