Immediately following the news that Yamaha was closing the doors on its PAS pedal-assist eBikes in the U.S., a new door opened at EICMA as the tuning fork folks announced they were forming a strategic partnership with EM from France — despite Yamaha having put its TY-E 250 trials bike on the podium as early as 2019:
Yamaha Motor Co., Ltd. has invested in French EV company Electric Motion SAS to raise the presence of both companies in the electric motorcycle market as well as to delve into the possibilities available with electric motorcycles for competition, stated the announcement that dropped at EICMA. “As strategic partners, the two companies will bring together their respective expertise and capabilities to explore collaborative avenues in technology development.” Coincidentally Dealernews was standing next to EM USA importer Mark Berg when the news broke… but that is a story for the December issue.
Since its founding in 2009, Electric Motion has sold its products under the “EM” brand name in approximately 40 countries around the world-including Japan–and is steadily increasing its presence in the market for competition trials and off-road bikes. Electric Motion’s products have achieved spectacular results in the Trial World Championship, the FIM E-Xplorer World Cup–the world’s premier electric off-road motorcycle racing series–and other events.
According to the word from Iwata HQ, “Yamaha Motor, in line with its Yamaha Motor Group Environmental Plan 2050, is working toward being carbon neutral* throughout all of its supply chains, including the company’s business activities by 2050. As we strive to achieve a more sustainable world, Yamaha Motor will continue to promote the research and development of technologies and products that contribute to sustainability.”
“I wish to express my deep respect for all of my Yamaha interlocutors,” says EM founder, main shareholder and CEO, Philippe Aresten. “Thanks to my team for the completion of this project which will mark a new page in the history of our company. They are very happy and extremely proud that a company like Yamaha is joining the company’s capital.”
The support provided by this great company will allow Electric Motion to develop new projects, to improve all processes, while keeping its DNA as an agile, innovative company and soon ready to face the developing competition.
“This brand has always been close to my heart, especially after having collaborated professionally 20 years ago. The avant-garde technology developed within our company is the basis of the interest shown by Yamaha Motor Company,” concludes Aresten.
