Yamaha and Bösendorfer Intensify Sales and Marketing Collaboration in the U.S.

1/8/2010 [Corporate]

Sales Strategy Will Provide New Sales Possibilities for Both Brands

Yamaha and Bosendorfer Logos
BUENA PARK, Calif.—Yamaha, the world leader in musical instruments and piano manufacturer for more than a century, is pleased to announce the addition of another premium brand, Bösendorfer Pianos, to the Yamaha Corporation of America (YCA) portfolio of products.

On April 1, 2010, YCA will assume responsibilities for all sales, marketing and operational activities of Bösendorfer Pianos in the U.S. market. While general plans have been laid out, other details will be finalized in the first quarter of 2010.

In January 2008, Yamaha purchased Bösendorfer Pianos, one of the most prestigious brands in the piano industry. Last month, a plan was announced that will intensify the collaboration of sales and marketing activities between the two companies. Integrated within a multiple-brand strategy, the strengths of both brands will be more intensively leveraged in order to capture new market share. Together, Yamaha and Bösendorfer are able to offer complete solutions to every pianist, every teacher and every audience.

Bösendorfer grands, available in a wide array of unique designs and finishes, have a European flavor that renders a full, warm sound and special interpretation possibilities for pianists. With the support of Yamaha and its infrastructure, artist management should be expanded worldwide and collaboration with concert halls and renowned educational institutions accelerated. Bösendorfer headquarters and manufacturing will remain in Austria.

According to Paul Calvin, Vice President and General Manager of Yamaha's Keyboard Division, "We look forward to the integration of this historic and well-regarded brand. Bösendorfer's instruments are famous for their fine sound and craftsmanship since 1828. As such, they make a wonderful addition to the Yamaha family of products."

Bösendorfer will be on display at Winter NAMM 2010 at the Marriott Hotel, Elite Ballroom #2. Dealers interested in representing Bösendorfer Pianos should visit the NAMM display or contact Bob Heller, National Sales Director, Yamaha Keyboard Division at (714) 522-9011 or rheller@yamaha.com.

For more information, write Yamaha Corporation of America, Keyboard Division, P.O. Box 6600, Buena Park, CA 90622; telephone (714) 522-9011; e-mail infostation@yamaha.com; or visit www.yamaha.com.

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