Maehara Naoki – president of Yanmar CE’s new Asia, Oceana and Latin America (AOLA) region – reflects on a fast-paced six months in charge. He highlights how a multi-strategy approach is set to unlock growth across the diverse territory.
In a year marked by economic headwinds and a contracting global construction market, Maehara Naoki’s first six months as President of Yanmar Compact Equipment’s Asia, Oceania and Latin America (AOLA) region have been anything but ordinary. But for the experienced strategist-turned-operational leader, the challenges have brought with them inspiration, fresh perspective — and market share.
Despite a regional compact equipment market that shrank by 12% last year, Yanmar CE increased its market share in AOLA. “Even though things are still tough, our region offers the highest growth potential for Yanmar CE,” Maehara says. “It’s very diversified — mature countries like Korea, Australia and New Zealand on one side, and then large-but-developing economies like Brazil and India on the other.”
Maehara portrait
Premium – but attainable
This diversity has led to a regional strategy that balances premium performance with economic accessibility – a difficult act to pull off. Yanmar’s compact machines, particularly its mini excavators, are engineered for high performance and durability. “Our products are capital goods — they’re not consumer items,” explains Maehara. “So even if our machines are more expensive upfront, their high efficiency and strong second-hand values result in a low total-cost-of-ownership. That’s the argument we’re making – and it resonates with many customers.”
Nevertheless, initial price remains a battleground, especially in developing markets, where lower-cost (often Chinese) manufacturers are active. To stay relevant, Maehara has initiated early-stage discussions with Yanmar’s engineering and product teams about broadening the product portfolio and exploring lower-cost production opportunities. “It’s a multi-year process, but an essential one,” he says.
In the meantime, growth is coming from smart, targeted actions. We have achieved meaningful market share gains in Korea and Brazil — the result of stronger marketing collaboration with dealers and improved local responsiveness. Elsewhere, performance has been mixed.
Customer visit-Thailand
Sub-regional approach
To manage such regional complexity, Maehara has divided AOLA into six subregions: East Asia, India, China, Southeast Asia, Oceania and Latin America. Each now has its own tailored strategy, to better reflect the unique economic and market dynamics of the territory. “A ‘one-size-fits-all’ approach doesn’t work in AOLA,” he explains. “Our new structure allows us to be more agile and more aligned with local customer needs.”
And agility is very much the watchword. Maehara has begun transforming the internal organization of Yanmar CE in the region, moving beyond a launch structure that consisted solely of commercial experts. In February 2025 two new departments have been created: one dedicated to aftersales and service, and another to regional and subregional strategy. “This allows our commercial team to focus on relationships and sales, while building capability in other areas,” he says. “It’s about maturing our regional organization.”
Customer visit – Brazil
Target rich environment
Business development for new countries is another area of focus. While the company has established networks in 16 countries, that leaves over a dozen still to explore. Maehara’s five-year plan aims to strengthen distribution in mature markets, grow presence in under-penetrated ones, like India and Thailand, and open new channels in countries where Yanmar CE is not yet present.
Customer and dealer visits have been central to shaping Maehara’s approach. In his first six months, he travelled extensively across the region, learning first-hand how Yanmar CE’s machines fit into real-world business models. “You can’t develop a successful strategy from behind a desk,” he says. “I’ve learned so much by listening to dealers and customers — what they need, what’s working and where we can improve.”
He’s also identified new opportunities. In AOLA, around 15% of compact equipment customers come from the agriculture sector — an area where collaboration with Yanmar’s sister company, active in agricultural machinery, is expected to unlock additional growth. And while mini excavators remain the company’s core product, Maehara sees room to expand into not only mini excavators but also other compact machines, such as skid steer loader and compact track loaders, to accelerate bundle sales with mini excavators.
Momentum is building
While the future is bright, 2025 is not expected to be easy. Market demand is flat, but Maehara remains confident that further market share gains are possible. “We’ve got momentum. We’ve got a plan. And we’ve got an amazing, diverse team that’s full of energy,” he says.
The AOLA team may be new, but Maehara believes its ‘can do’ mentality is a strength. “I tell my team we’re like a start-up inside a global company,” he smiles. “We have to be agile, entrepreneurial – and ready to act fast.”
“I’m really enjoying the diversity of the region — in the markets, the cultures and the team itself,” Maehara concludes. “The market remains tough, but our region offers the highest growth potential for Yanmar CE.”
About Yanmar Compact Equipment
Yanmar Compact Equipment (Yanmar CE) is a global leader in the design, manufacture and support of compact equipment for a range of segments, principally construction and other earthmoving applications. Its products include extensive ranges of mini and midi excavators, wheel loaders, wheeled excavators, compact track loaders and tracked carriers. These are supported by a wide range of services designed to ensure customer success. A global company with proud Japanese heritage, Yanmar CE has manufacturing facilities in Asia, Europe and North America – and an
extensive international dealer network. Renowned for its innovative approach – it was the first to market with the now-benchmark mini-excavator, and is credited with popularizing the zero-tail swing concept – Yanmar CE remains a trusted brand known for its reliability, performance and commitment to customer satisfaction. These traits are demonstrated through the company’s tagline – ‘Building with you’.
For more details, please visit the official website. https://www.yanmar.com/global/construction/
About Yanmar
With beginnings in Osaka, Japan, in 1912, Yanmar was the first ever to succeed in making a compact diesel engine of a practical size in 1933. A pioneer in diesel engine technology, Yanmar is a global innovator in a wide range of industrial equipment, from small and large engines, agricultural machinery and facilities, construction equipment, energy systems, marine, to machine tools, and components — Yanmar’s global business operations span seven domains. On land, at sea, and in the city, Yanmar provides advanced solutions to the challenges customers face, towards realizing A Sustainable Future.
For more details, please visit the official website of Yanmar Holdings Co., Ltd. https://www.yanmar.com/global/about
