After its electric scooter, the brand's 700 suffered from a sudden drop justified by the validity of the suggested public price
Yamaha has once again reduced the prices of its motorcycles in the Brazilian market. The manufacturer’s beloved 700, MT-07 and Ténéré 700, were R$ 3.200 and R$ 5.400 cheaper, respectively. A similar action had already happened with the Neo’s Connected electric scooter, when, in April, it fell by R$ 8,000 in its suggested public price by the brand.
According to Yamaha, it is all about “the current suggested public price of the models”.
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Currently, the electric costs R$ 25.990, a result after the price drop of R$ 33.990. For the sporty and adventurous bike, the price went from R$ 57.990 to R$ 54.790 (MT-07) and from R$ 72.990 to R$ 67.590 (Ténéré 700).
According to specialist Marcelo Barros, two-wheeled journalist at Motordomundo, it is all part of strategic plans to optimize sales.
What we, looking at it from the outside, can understand is that the market is more competitive and, being more competitive, if they launch a product on the market, which has a high cost to be put on sale because of product expenses, parts inventory, training, machinery and other factors, there may be a need to lower the profit margin for a better fluidity of marketing”, said the expert.
Barros did not make a fuss about Yamaha’s action, since Brazil is, in his view, one of the most complicated markets in the world. The size of the country is a big reason for this complexity.
“Yamaha is the second largest [motorcycle] chain in Brazil, so there is a complexity to make this happen with each new product launched”, reinforces Marcelo. “Japanese engineering is indisputably good, but if it’s not selling and if they have room to go down, they’re going to go down to sell.”
According to official registration data from the National Federation of Motor Vehicle Distribution (Fenabrave), the Yamaha Ténéré 700 is the 7th most licensed motorcycle in the country, with 677 units registered since the beginning of 2026.
The result of the hiker may be positive, but in the amount, the situation changes. The MT-07 does not even appear among the 10 most licensed in the naked category, and the electric Neo’s has had less than 34 sales since its arrival in the country in 2024.
“If the motorcycles are stuck at the dealership, you have to adjust, you have to reduce the profit margin and then see if, in this way, it is adjusted to the market and if the flow that is expected from that particular product will be achieved, based on all the investment made,” he said.
The Japanese company’s action may put the models closer to the fight between competitors. Especially for the case of the Yamaha Ténéré 700, which has had its price questioned since the announcement. Direct competitors such as Honda XL 750 Transalp, which costs R$ 65.545, and Suzuki V-Strom 800 DE, which starts at R$ 67.500.
As Barros stated, Yamaha is the second largest motorcycle brand in Brazil. The Japanese company has been on the market since the 1970s and licenses about 15% of all motorcycles in the country every year (percentage varies from year to year). There are no signs that the manufacturer’s price reduction has greater motivations than a reassessment of marketing strategies.
As already pointed out, Yamaha stated that it is all about the current suggested public price of the models. In other words, these are the new prices of the models from now on.
We questioned the brand in relation to customers who purchased the motorcycles with the previous values, thus disbursing a higher value in the acquisition and being subject to greater depreciation of the product. The manufacturer said it does not comment on its pricing policy.
