Yamaha Marine expands family to increase technology

Adam Kwandt

The world of technology is moving fast. Despite some catching up in some aspects of technology due to harsh operating conditions, the same sentiment is true for marine technology.

Even towards a partnership in the marine technology sector, things are going faster. In March 2021 The ice industry reported a new alliance between Yamaha Motor Corporation USA and Siren Marine.

“Our relationship with Siren Marine will help us lead the race for marine technology and digital technology,” Yamaha US Marine Business Unit President Ben Special said in a statement. “Siren Marine devices, software and two-way communication will be linked to current and future integrated control systems developed by engineers from our Yamaha Boat Power System (BPS) unit in the US, a team we created in 2018 that rethinks boatman interaction. with Yamaha products ”.

Let’s move nine months to December, when Yamaha announced its intention to acquire Siren Marine, the acquisition of which was completed in early January 2022.

“When we started our alliance with Siren back in March 2021, it quickly became clear that their practical and patented technology was ideal for the Yamaha Marine direction with connectivity,” Speciale said during the press event. “Like Yamaha, the Siren Marine team understands technology and how boaters need to use that technology. Siren’s approach complements Yamaha Marine’s philosophy of reliability in our quest to have real features that serious boaters and fishermen will appreciate in their products. ”

Speciale noted that although they cannot disclose the terms of the purchase agreement, “I can say that Siren Marine is 100% part of Yamaha Marine Systems.”

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Siren will continue to support all current customers and all products will retain the Siren brand. The development teams will work at Siren’s headquarters in Newport, as well as at Yamaha’s headquarters in Keneso.

The acquisition of Siren and the development of these new “related” products is in line with Yamaha’s CASE strategy. CASE is an abbreviation for Connected, Autonomous, Shared / Service and Electrification, and describes the main directions of technology deployment in an effort to facilitate boating. CASE is Yamaha’s focused theme for future product development, and is integrating into Yamaha’s current products as the company continues to grow.

“By joining the Yamaha team, we now have the ability and strength to give customers the best Connected Boat capabilities on the market,” said Siren Marine CEO Jeffrey Poole. “We look forward to our future as part of the Yamaha family. The products we develop together provide unmatched reliability combined with integrated innovative power systems that drive the maritime industry into the future. ”

Together, the two companies, which are now in one, plan to develop a fully connected vessel that will have integrated systems to work with all of Yamaha’s partners and dealers in boat construction.

Siren developers will now work with U.S. Yamaha Marine engineers, as well as with Yamaha’s development teams and business planning units.

“We know that modern digital natives are quite accustomed to connecting them,” Poole said. “They’re connected to their homes, they’re connected to their cars, they’re connected to their bodies, and we see the connection to their boat as another extension of their connected life.”

Poole said joining the Yamaha family will help develop critical features for all Siren partners faster.

As they move forward together, Yamaha and Siren plan to introduce consumers to new co-developed products over the next 12-24 months.

“Our vision for the future is to have all Yamaha Marines connected from 2.5-425 hp outboard motors, our WaveRunners, and our jet boats,” said Speciale. “As we work together to develop these advanced connected products, we expect increased value for consumers by developing integrated solutions with other products that operate or are operated by their vessels.”

Yamaha’s overall strategy with Siren Marine is to create a connected highway for use in the maritime space, which means that this connected highway will not be limited to compatibility only with Yamaha Marine products.

“We want different products to be connected to this connected highway, so we are not going to exclude anything from it,” said Speciale. “Our style of doing business is to build a reliable system. Command and control of the engine are extremely important, and this is one of the reasons why we wanted Siren Marine to become part of the Yamaha family, because if you use this information, we need to make sure it is very safe. But if you add systems to this backbone, we’ll open it to any type of system that will be added to it as we move forward in time. “

Poole further explained that Siren will be looking at all stakeholders in the boat, looking at what systems will be able to connect to this newly connected support bone. From boat builders looking at data on how the boat is used, to Yamaha looking at engine data, down
to stabilize the gyroscope and multifunction displays the connected bus can connect all these different components.

In the construction, sale and maintenance of boats, up to boat users, everyone involved in boating should benefit from the speed of technological growth in the maritime sector and new alliances between companies such as Yamaha and Siren Marine.

“It’s a big part of the connection as we move forward in time,” Speciale said. “How to make all these links to different parts [builders, dealers, etc.] connect to the consumer? ”

“If everything is said and done, the winners will be the boatmen,” Poole concluded. “Siren Marine has always been a boatman for boatmen and we will continue to follow that philosophy. We are very excited to be part of the Yamaha family now and very excited to have the next chapter together. ”

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