• Our Mission Our mission statement and brand statement are the basic principles we live by.



    Our Brand Statement

    Our brand statement in particular reaffirms the spirit in which our company was founded more than a century ago. That spirit, put forth as our brand statement in 2016, still guides us to more effective responses to the diverse challenges and needs of modern society as we contribute to social development.
    A SUSTAINABLE FUTURE New Value through Technology

    A SUSTAINABLE FUTURE New Value through Technology

    Since YANMAR's founding more than 100 years ago, our company has been driven by a pioneering spirit for world-leading technology. Today, this technology continues to be a core focus, allowing us to utilize and transform all kinds of energy resources into power that can be harnessed for highly efficient human convenience.

    Using our ever advancing technology, YANMAR continuously strives to exceed customer expectations and deliver exceptional lifetime value by integrating our products, services and knowledge into superior quality, comprehensive solutions.

    Food and energy are two needs of increasing importance for which YANMAR is committed to providing optimal solutions to our customers. We gather knowledge and insights from a variety of resources, research institutes and corporations to develop innovations aimed at creating a global sustainable society.

    Sustainable prosperity for all and, A Sustainable natural environment. YANMAR will pursue these two “sustainables” to the next level, towards a new era of prosperity in the coming century.

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    YANMAR's FUTURE VISION The New Value We Aim to Create

    Based on the principle “A Sustainable Future,” we have defined four kinds of
    social abundance which we actively seek to realize.

    VISION01 An Energy-Saving Society

    Greater access to energy. Waste-free, safe and affordable heat, work and power, at any time.

    Our Solution
    By developing highly efficient and affordable engine technologies and systems that can make optimal use of diverse energy sources, we reduce the burden on the environment and make society more agreeable for all.

    VISION02 A Society Where People Can Work and Live with Peace of Mind

    Relief from harsh working conditions. People earn a secure living in safe and fullfiling work and live rewarding lives in harmony with nature.

    Our Solution
    We use automation and autonomy to reduce workload and improve productivity, find technical solutions for making machines and vehicles safer and easier to handle, and support infrastructure and urban planning in order to create better working environments.

    VISION03 A Society Where People Can Enjoy Safe and Plentiful Food

    Delicious and nutritious food anytime, anywhere. Healthier living for all.

    Our Solution
    From preparing the soil through planting, harvesting, and beyond, we offer total support for the food value chain all the way to the table. We are determined to create a society where people can continue to enjoy the gift of flavor.

    VISION04 A Society That Offers an Exciting Life Filled with Rich and Fulfilling Experiences

    Get the most out of work and play. A better quality of life for all.

    Our Solution
    Not only do we pursue ease of use and creativity in our products and services, we support products and activities for educating the next generation and encouraging cultural development. We aim to make both work and play more fulfilling in everyday life.

    Activities Towards Realization of Our FUTURE VISION

    In order to realize a more prosperous future, we look beyond the bounds of our business, with activites to foster culture and nurture the next generation, all around the world.

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    Founder's Spirit
    The Pioneering Spirit and
    Conserving Fuel
    to Serve Mankind

    Underlying our brand statement and vision is the spirit of our founder. Over a century later, this spirit remains vital, inspiring us to keep evolving and search for new ways to resolve social challenges and enrich peoples’ lifestyles.

    Our Founder's Spirit, Handed Down Intact for Over a Hundred Years.

    Yanmar's founder Magokichi Yamaoka was born to a farming family and saw the terrible toll agricultural labor took on those around him. Driven by the vision of easing the burden on workers through automation, he was the first in the world to achieve the difficult engineering feat of creating a compact and practical diesel engine.
    Knowing that, for resource-poor Japan, every drop of fuel had to be put toward social development, Yamaoka turned the company’s ability to produce superior engines to the task of expansion into the industrial machinery field, never forgetting the principle “To Conserve Fuel Is to Serve Mankind.”
    And now, today. On a global scale, we face many challenges: the population problem, energy and environmental issues, food production. The world is searching for sustainable ways to live. As heirs to Yamaoka's belief that "To Conserve Fuel Is to Serve Mankind," in 2016, we refined this idea to “A sustainable future,” expressing our goal of responding more effectively to the diverse challenges and needs of modern society and contributing to further social development.

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    Mission Statement

    Our mission, for the future of Earth and the human race.
    To achieve this mission, based on the principles of “A Sustainable Future” derived from our founder's spirit, we will strive toward a more abundant tomorrow.

    We strive to provide sustainable solutions for needs which are essential to human life. We focus on the challenges our customers face
        in food production and harnessing power, thereby enriching people’s lives for all our tomorrows.

    The Mission Statement sets out the purpose of the Yanmar Group, our duty to society, our place in the world. It proclaims to our customers and stakeholders the fields we are engaged in and the role we serve in society, and is a constant that guides us amid these ever changing times.

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    Visual Identity/Corporate Identity

    Brand Mark (FLYING-Y)

    The “Y” from YANMAR. The brand logo is derived from our company name, as well as the Japanese dragonfly (Oniyanma), a symbol of good harvest in Japan. The logo combines these two motifs to express Yanmar's will to leap forward into the next century. The sharp form represents our spirit of innovation, ready to open up the future, as well as our world-leading technology. Our corporate color red represents the pioneering spirit, defiance, and passion, as well as the sun and abundant natural wealth.

    Brand Logotype

    Corporate Brand. In 1952, we changed our company name, and we took this as an opportunity to create a logo based on the word “Yanmar.” Since then it has evolved with the times, and in 1993 our current design was unveiled.

    Company Name Origins

    “Yanmar” was established as a trademark in 1921. The name is a combination of the Yanma Dragonfly (known by names such as Oniyanma and Ginyanma) and the “Yama” from the name of the company founder Magokichi Yamaoka.
    In 2002, we made a fresh start as a holdings company, and changed our name to Yanmar Co., Ltd. and then changed its name to the current “Yanmar Holdings Co., Ltd.”