According to Yamaha Motor, John is a youth icon and fits the brand Yamaha. “The target audience identifies with him because he signifies the sense of style, speed and ruggedness. Yamaha endeavors to inculcate the rider's spirit with a sense of freedom as well as promote safe biking culture in the country, and who would be a better promoter than the rider himself (John Abraham),” the company had said in a statement.
