Yamaha/Star Motorcycles VMAX

Motorcycle design for Yamaha Motor Co., Ltd. (2009)

The longstanding flagship model since its launch in 1985, VMAX went through a full model change, the first in 24 years in 2009. Adhering to the VMAX design philosophy to not follow any trends; the source of a powerful expression was sought out in Japanese design. The design of the new VMAX is a counter-movement to the reigning design trend in Japan inclined towards gentleness and passivity. It is a reflection of Japanese Design filled with dynamism and powerfulness. The VMAX’s visually overwhelming exterior design was intended to appeal directly to the senses and desires of motorcycle lovers. It is hoped to stimulate the pleasure of “possession.”

2009 Good Design Award