TORONTO--Yamaha Motor Canada, Ltd. (YMCA) has announced that James Matthews has been appointed as the new President of Yamaha Motor Canada, Ltd. James will step into his new role immediately, with Past-President Dean Burnett supporting the transition through February.

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James began his Yamaha career in early 2017 as General Manager of Yamaha Motor Finance Canada (YMFCA), the captive finance arm to YMCA. Two years later, James was promoted to Vice President and Board member and subsequently served as President of YMFCA. In early 2024, James moved to Yamaha Motor Canada Ltd., to lead the Corporate Services functions as Senior Vice-President.

“Leading YMCA has been a highlight of my career. The Canadian dealers and consumers have a passion for the outdoors that is truly amazing to witness,” said Burnett. “I’m very excited about where James will take the company in the future. I’ve worked directly alongside James for the last three years, and I can tell you that he not only has a passion for Yamaha Motor Canada, he has a strong dedication to his employees and a drive to look for creative ways to win. I have every confidence in him and his ability to lead YMCA to future success.”

Prior to joining Yamaha, James worked in the financial services industry for 22 years in various roles and businesses around the world, including South Africa, the UK, Australia and Canada. Throughout his career, he has always been attracted to companies with a meaningful, common purpose that operate and execute based on clear core values.

"I’m very proud to accept this new role. Yamaha Canada is focused on providing lifelong memories by connecting people through unique Canadian outdoor experiences. In our busy, sometimes chaotic lives, this purpose is meaningful,” said Matthews. “We’re committed to working with our regional and global affiliates – and the best dealer network in Canada – to deliver on this day in and day out.”

Burnett, who recently celebrated his 30-year anniversary with Yamaha, will be returning to Yamaha Motor U.S., after three years serving as President and Managing Director of YMCA. Dean will assume a leadership role within Yamaha Marine Business Unit (YMBU), reporting directly to Ben Speciale, President of YMBU. Dean will work closely with Ben and his executive team to assist in leading the YMBU to achieve long-term objectives.

Yamaha Motor Canada was incorporated in 1973. Since then, the company has expanded to include eight individual product groups in addition to after sales support with parts, accessories, lubricants, apparel and service functions. Yamaha continues to expand its footprint, with about 400 dealers servicing Canadians from coast to coast to coast.

Yamaha’s U.S. Marine Business Unit, based in Kennesaw, Ga., is responsible for the sales, marketing, and distribution of Yamaha Marine products in the U.S. including Yamaha Outboards, Yamaha WaveRunners®, Yamaha Boats, G3® Boats and Skeeter® Boats. Supporting 2,100 dealers and boat builders nationwide, Yamaha is the industry leader in reliability, performance, technology and customer service.