Premium Red Yanmar CE livery goes global

By Belinda Smart04 January 2022

Yanmar Compact Equipment has extended the Premium Red livery across its machines worldwide.

The red colour scheme was introduced in North America in 2020 and has now been extended to Europe, Middle East, Africa, and Asia, Oceania, Latin America and Japan.

Yanmar’s prototype SV17e mini excavator.

The company said the new livery, replacing the previous yellow, brings its compact machines in line with Yanmar Group’s corporate design and reflects its forward strategy. 

CEO Giuliano Parodi said it denoted the company’s goal “to become the world leader in compact equipment and, with the support of our commercial partners, to deliver sustainable business solutions for our customers and the companies in which they operate.”

“With Premium Red, we are sending a clear signal that we are a company with a clear product strategy. In doing so, our transformation goes far beyond our machines: we are challenging our entire way of thinking and working to further transform our products, our business and our brand to create even greater value for our customers.”

Elsie De Nys, Global Director Channel and Brand Development, said, “It is our ambition to lead not only in machines, but also in customer experience. And we’re working diligently to be close to our customers to find new and innovative ways to deliver value to them.”

Yanmar CE is currently testing alternative fuel and propulsion technologies, including the recently released prototype electric mini-excavator, the SV17e, targeted at the European market in the 1.5 to 2.0 ton segment.

“Our prototype is of great importance because it proves that we can also move into the field of electrification with the quality and reliability of our renowned conventional engine technology,” said Cedric Durand, Director Product Management EMEA.

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