On January 1, 2024, Yamaha Motor Europe welcomed its new president and CEO, Olivier Prevost. Set to fill in the shoes of Eric de Seynes, Prevost has his work cut out for him, as Yamaha remains a force to be reckoned with in the ever-changing mobility landscape. As it would turn out, developments are quick under Prevost’s leadership, as Yamaha has just renamed one of its large production facilities in France to Yamaha Motor Manufacturing Europe (YMME).
The production facility was previously referred to as MBK Industrie S.A.S., and has been a wholly owned Yamaha subsidiary all the way back since 1986. With MBK now known as YMME, it effectively became Yamaha’s European production headquarters. According to Yamaha, this was done to signify its commitment to developing localized European manufacturing so as to better serve key markets in the region.
