SUNGAI BULOH: Hong Leong Yamaha Motor Sdn Bhd is expanding its big bike business with plans to introduce more than 20 motorcycle models and establish a nationwide premium dealership network to capture growing demand in Malaysia’s motorcycle market.
The company is revamping its operations through a dedicated completely built-up (CBU) business model, alongside its existing completely knocked-down (CKD) offerings, as it seeks to strengthen its position in the 250cc and above motorcycle segment.
As part of the strategy, Hong Leong Yamaha has introduced its BLU network, comprising BLU Nexus, BLU Universe and BLU Point, to strengthen its retail presence and after-sales services.
BLU Nexus serves as the company’s flagship big bike showroom at Kompleks Hong Leong Yamaha in Sungai Buloh, showcasing motorcycles across six riding categories alongside merchandise and lifestyle offerings.
Meanwhile, BLU Universe will comprise 19 premium dealerships nationwide, with the first four outlets expected to open by the end of 2026.
The remaining outlets will be rolled out progressively through the first quarter of 2028.
From Jan 1, 2027, BLU Universe dealerships will serve as the official retail network for Hong Leong Yamaha’s full range of CBU and CKD motorcycles with engine capacities of 250cc and above.
Each outlet will feature a BLU Care service centre offering after-sales support, including motorcycle pick-up and delivery, washing and polishing services, and riding skills training, subject to availability.
Hong Leong Industries Bhd group managing director Datuk Prof Dr Jim Khor acknowledged that Yamaha was a late entrant to the highly competitive segment but said the company is adopting a more comprehensive strategy to establish its presence.
“We recognise that Yamaha is a latecomer in this highly competitive segment but being late does not mean being behind.
“It gives us the opportunity to learn, to rethink and to enter the market with a stronger and more complete strategy,” he said at the launch of the new network.
Khor said the company aimed to offer Malaysian riders a wider range of motorcycles across different segments while building a comprehensive ecosystem covering retail, after-sales services and customer engagement.
“Our strategy goes beyond motorcycles. Today, we are introducing a new retail identity and customer journey under the BLU Universe, our big bike dealer network,” he said.
The expansion is supported by a tripartite agreement between Hong Leong Yamaha, Japan’s Yamaha Motor Co Ltd and DRB-HICOM Auto Solutions Sdn Bhd, combining manufacturing, distribution and assembly expertise to support the company’s long-term growth.
Hong Leong Yamaha said Malaysia’s total industry volume for motorcycles with engine capacities of 250cc and above surged 73 per cent between 2025 and 2026, with medium-term projections pointing to an overall market volume of 110,000 units.
To capitalise on the growth, the company plans to expand its existing line-up from seven models to more than 20 CBU and CKD offerings in the coming years.
In conjunction with the launch, Hong Leong Yamaha also unveiled the Yamaha YZF-R9, the first new model introduced under the BLU network, with additional models expected to follow.