Now that I've put my spreadsheet together I can see why they'd struggle (Yamaha).
Have you all seen it.. if not ... look at my sig and check it out
Look at Ariens... they have models that fill the entire spectrum of categories
low cost cheap but good enough
higher cost better performance
highest cost best performance
On top of that their Bang-per-Buck are the best ones
So to compete Yamaha would need to decide where they intend to compete.
If Yamaha tried to do it all they'd need a bunch of models and a bunch of price ranges (they either need to exist in the US market or redefine the market)
Yamaha only have 3 models available in Canada as far as I can tell
Arguably one in each category.. maybe.. However, they have other models in Japan too. That's a different market.
See the bottom of this link for their FULL range : https://translate.google.com/transla...r%2Fhistory%2F
Their prices are the highest in each category in my database so how many would they sell? Let me restate that.. their prices are the 3 highest.. period!
To compete head-on they would need to re-design and re-tool for a whole slew of models to fill that entire market-space or maybe try to use their Japanese models.
Even then...if they don't get the prices down and make the trade-offs all the others have done... they still won't sell because of cost!
So they probably look at everything I've said and conclude..... it's too small a market... Ariens are entrenched... Honda have the market that we could rationally hope to gain (whatever that actually is(?)) ..we've got bigger fish to fry. We don't want to mess up our brand and do the China thing.
Of course there's just one flaw with this argument (maybe several!!)... why bother to even stay in Canada? If they sell one machine per 100 Toro's ... just close down and concentrate on the markets you care about... not worth the overheads.
They presumably have just enough critical mass in Canada to make it worthwhile and enough Brand-loyalty to exist at all. Without sales data this is pure speculation.
In the USA they would be new kids on the block with a huge uphill struggle. Being "new" or "different" can work for you or against you depending on your marketing skills. Starting off with super high prices won't help. If you come in with the lowest prices... that can help.
If I was on the board of directors or CEO I'd want to hear a good convincing business plan before pushing the "Go button" in the USA and I would keep my resume polished as plan B
Did you look at the history of Yamaha in the link above?
Did you spot the Toros? For all we know.. if you trace through all the holding companies... perhaps (just perhaps) Yamaha are already here.... they are just called Toro. Some of the Japanese conglomerates are huge and diverse... similarly in China I think. If you own stock in Toro and in Yamaha ...then, in some sense of the word... you are Toro and you are Yamaha simultaneously.
Not at the brand level but at the ownership level.
Here is the google translation of Yamaha history:https://translate.google.com/transla...r%2Fhistory%2F
It shows a nebulous link to Toro