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Yamaha & Siren Marine form new strategic alliance

by Siren Marine 30 Mar 17:38 PDT
Yamaha & Siren Marine form new strategic alliance © Yamaha Motor Corporation

Yamaha Motor Corporation, U.S.A. today announced a strategic alliance with Siren Marine®, manufacturer of marine-based IoT (Internet of Things) solutions. It is Yamaha's most recent step to reinforce CommandBlue™, a philosophy that represents a commitment to move engineering and development into the realm of the customer, ultimately delivering products that are easier to use and creating greater satisfaction and confidence on the water.

Siren was chosen for its track record of advancing practical applications in marine IoT through thoughtful innovation and sound engineering. "Our relationship with Siren Marine will help us lead the marine connected and digital technology race," said Ben Speciale, President of Yamaha U.S. Marine Business Unit. "Siren Marine devices, software and two-way communication will link to current and future integrated control systems developed by the engineers in our U.S.-based Yamaha Boat Power System division (BPS), the team we formed in 2018 that is reimagining how boaters interact with Yamaha products.

"CommandBlue drives product development through fresh thinking from a customer point of view. This alliance with Siren - the definitive leader in Connected Boat® technology — is part of that philosophy. The end game will be boats with integrated Yamaha systems that can be monitored and managed by a hand-held device. Ultimately, the alliance will lead to an even higher level of service, lower costs, greater convenience and peace of mind for Yamaha boaters."

Yamaha will acquire a stake in Siren Marine as part of the alliance. The terms of the agreement are not disclosed. Based in Newport, Rhode Island, Siren Marine was established in 2011 by Daniel Harper, a licensed captain, sailor and computer/electronics entrepreneur who led the company until his unexpected death last January.

"We want to continue to move in the direction charted by our late founder," said Siren Marine CEO Jeffrey Poole. "We can't imagine a better partner than Yamaha to help elevate the true power of marine IoT technology. Yamaha can develop power systems that make full use of the capabilities of IoT, and we can develop IoT platforms focused on the innovations brought by those power systems. We also look forward to working with Yamaha's exclusive builders, who produce some of the highest quality boats in the business."

Yamaha U.S. Marine Business Unit, based in Kennesaw, Ga., markets and sells marine outboard motors ranging in size from 2.5 to 425 horsepower. It also manufactures, markets and sells fiberglass, jet-drive sport boats ranging from 19 to 27 feet, and personal watercraft. The unit manages manufacturing divisions of Yamaha Marine Systems Co., Inc., including Kracor of Milwaukee (rotational molding), Bennett Marine of Deerfield Beach, Fla. (trim tabs), and Yamaha Marine Precision Propellers of Indianapolis (stainless steel propellers). Yamaha Marine Group is a division of Yamaha Motor Corporation, U.S.A., based in Cypress, Calif.

Based in Newport, Rhode Island, Siren Marine is the industry leader in smart boat technology - allowing boaters to stay connected to their boats anywhere, anytime. The company's vision is to transform the modern boating experience and lead the way to a fully connected-marine industry through innovative IoT Connected Boat® technology. Siren Marine provides safety, security and smart boat monitoring so boaters can remotely track their boats' battery level, bilge activity, temperature, location and more. Siren Marine also puts actionable data at the fingertips of industry stakeholders (OEMs, boat builders, electronics, digital switching manufacturers and other marine businesses) connecting them to customers and their boats like never before, providing a better boating experience and peace of mind.

Yamaha Marine products are marketed throughout the United States and around the world. Yamaha Marine U.S. Business Unit, based in Kennesaw, Ga., supports its 2,400 U.S. dealers and boat builders with marketing, training and parts for Yamaha's full line of products and strives to be the industry leader in reliability, technology and customer service. Yamaha Marine is the only outboard brand to have earned NMMA®'s C.S.I. Customer Satisfaction Index award every year since its inception.

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