News Release
Yanmar Holdings to Launch New Brand Asset Design Company
March 21, 2025
Yanmar Holdings Co., Ltd.
Osaka, Japan (March 21, 2025) – Yanmar Holdings Co., Ltd. announced it will establish a new company, Yanmar Brand Asset Design Co., Ltd., on April 1, to strengthen its brand recognition and value.
The new company will provide consulting services drawing on Yanmar’s brand and design expertise and will focus on creating and developing brand content and assets.
Yanmar Group’s diverse brand content includes its long-loved mascot characters Yanboh and Marboh, first introduced in 1959, and the upcoming original anime series "未ル(Miru): Paths To My Future," set to air on Japanese terrestrial television in April 2025. Additionally, Yanmar’s agricultural and construction machinery, used around the world, are considered key brand assets.
The company plans to expand these assets into merchandise, toys and other products to enhance their value as intellectual property. By leveraging these assets, Yanmar aims to support its broader mission of building a society rich with exciting and fulfilling experiences.
Company Outline
| Company | Yanmar Brand Asset Design Co., Ltd. |
|---|---|
| Location | YANMAR FLYING-Y BUILDING 1-32, Chayamachi, Kita-ku, Osaka, Japan |
| President | Akihiro Nagaya |
| Established | April 1, 2025 |
| Scope of Business |
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| Shareholding Ratio | Yanmar Holdings Co., Ltd.: 100% |
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.
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Inquiries
Corporate Communications, Yanmar
E-mail: newsroom@yanmar.com