Helping Seniors Take on Active Lifestyles Yamaha Motor Newsletter (June 3, 2021 No. 88)

Yamaha Motor developed and released the world’s first electrically power-assisted bicycle (e-Bike) in 1993. At the time, it was the elderly that recognized the value and appeal of this revolutionary new product and purchased it, becoming early adopters. In Japan today, the number of seniors voluntarily relinquishing their driver’s licenses is on the rise, and e-Bikes are drawing greater attention as an alternative means of transportation.

A Mobility Option for a More Active Lifestyle

The Yamaha PAS was released in 1993 as the world’s first electrically power-assisted bicycle, and since then, e-Bikes have continued to evolve. Their ease of use, convenience, and fun have taken root in the lives of people around the world and this movement not only continues today, but is picking up pace. The Japanese domestic market for e-Bikes currently grows by about 8% annually and has nearly doubled over the last decade, reaching 740,000 units in yearly demand in 2020.
    “When we launched our first electrically power-assisted bicycles to the Japanese market in the early 1990s, it was the older generations that first saw the value in these new vehicles and bought them,” says Daisuke Kurosawa from Yamaha Motor’s Smart Power Vehicle Business Unit. The market for these bicycles then grew and their usage spread over the next 25 years, and more people than ever use them today for everything from shopping and ferrying children to and from school to commuting and even recreation. The e-Bike market has grown into a global one, but even now, demand among seniors continues to steadily grow.
    “At Yamaha, we refer to customers who have grown even more curious or inquisitive with age as the ‘Platinum Generation,’” continues Kurosawa. “An e-Bike can be a means of mobility that also helps such customers lead more active lifestyles, and this approach has remained unchanged since we released the first PAS SION-U in 2014, which sparked the idea.“

Alternative Mobility Options for Now-Unlicensed Seniors

In Japan, the voluntary surrender of driver’s licenses by the elderly continues to gain steam. Behind this shift is the spotlight cast on the rising number of traffic accidents involving seniors—often attributed to mistakes at the controls or in driving judgment—that led it to become a national issue. However, relinquishing one’s license leads to another issue—securing a different means of personal mobility. For the Platinum Generation that wants to remain active at their age, e-Bikes are attracting attention as partners for leading a more energized lifestyle. In fact, looking at Yamaha e-Bikes alone, the number of bicycles purchased by people aged 65 and over has gone up by some 175% over the last decade (based on registered warranty data).

Number of people aged 65 and up that have voluntarily relinquished their driver’s license

Source: National Police Agency (Japan) - Driver’s License Statistics

    “One defining factor with Platinum Generation purchases is that there is a lot of demand for our models as gifts,” explains Kurosawa. “Some purchases are to celebrate a loved one’s 70th birthday, but what’s grown more common recently is buying one after someone in the family gives up their driver’s license to use as their new wheels. You can feel the warmth of family in these purchases because they are caring about their elder’s safety and health, but at the same time wanting them to still feel young and active.”
    The PAS SION-U series of models focuses on simple controls and has been well-received by the Platinum Generation. The latest model is easy to get on, easy to operate, and lightweight, but it also has a youthful design and lively colors to choose from. The product teams paid great attention to small details, from the length of the crank that directly influences pedaling ease to the size of the characters on the buttons and display.
    Furthermore, to promote proper and safer use of e-Bikes, Yamaha proactively holds safety seminars and the like for owners and prospective buyers in cooperation with the police and various organizations.