Kawasaki Motors

Corporate brand

Japanese powersports company responsible for Kawasaki motorcycles, personal watercraft, off-road vehicles and general-purpose engines.

Last updated October 6, 2026

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Overview

Kawasaki Motors is the powersports company formed when Kawasaki Heavy Industries separated its Motorcycle & Engine business into a standalone subsidiary in October 2021. It develops, manufactures, markets and distributes products under the Kawasaki brand, including motorcycles, Jet Ski personal watercraft, ATVs, side-by-side utility and recreational vehicles, and general-purpose gasoline engines. The company is distinct from Kawasaki Heavy Industries, whose other activities include aerospace, rail transportation, energy systems, industrial equipment and shipbuilding. The Kawasaki name in consumer mobility is particularly associated with performance-oriented motorcycles. The Ninja sport-bike family gives the brand a strong presence in road racing-inspired and supersport categories, while the Z range represents naked and street motorcycles. Kawasaki also sells touring, cruiser, dual-sport, motocross and off-road motorcycles under lines such as Versys, Vulcan and KX. Product availability varies by country and model year. Powersports products extend beyond motorcycles. Kawasaki Jet Ski watercraft serve recreational and personal-watercraft users; MULE side-by-side vehicles are positioned for agricultural, property-maintenance, commercial and utility work; and recreational side-by-sides such as the Teryx and Ridge target trail and outdoor use. The company also supplies general-purpose engines for selected equipment applications. In Japan, Kawasaki Motors Japan acts as the domestic general distributor for Kawasaki-brand motorcycles, Jet Ski watercraft and off-road four-wheel products. Kawasaki built much of its international reputation through engineering, racing participation, dealer support and an enthusiast-oriented identity. In the United States, its history includes the establishment of American Kawasaki Motors in 1966 and the development of a national dealer and service network. The long-running “Let the good times roll” expression broadened the brand beyond a purely racing-focused image, while “Team Green” became associated with Kawasaki’s motocross and racing community. The company’s American business distributes motorcycles, ATVs, side-by-sides and watercraft through independent dealers. The 2021 corporate separation was intended to give the powersports business greater managerial focus and flexibility while preserving its connection to Kawasaki Heavy Industries. In November 2024, Kawasaki Heavy Industries announced a capital and business alliance with ITOCHU Corporation. The arrangement included a planned 20% investment by ITOCHU in Kawasaki Motors and cooperation on North American financial services, with the aim of strengthening distribution, customer financing and the company’s position in its priority market. Kawasaki Motors remains an active international powersports brand, with its product portfolio spanning performance riding, practical utility and recreational outdoor activities.

History

Kawasaki Motors’ consumer powersports business grew out of Kawasaki Heavy Industries’ broader industrial history. Kawasaki’s international motorcycle expansion accelerated during the postwar period, and the brand developed a particularly strong reputation in the United States. American Kawasaki Motors was established in 1966, when Yoji “George” Hamawaki worked with Alan Masek to build a dealer network, create service-training systems and relay information about American customers and motorcycles to Japan. The company’s early U.S. identity was strongly connected to performance riding, quarter-mile records, national racing victories and motocross competition. Kawasaki later broadened its appeal through mass-market advertising and a wider model range. The “Let the good times roll” campaign, launched in the United States in 1973, helped shift the brand from a specialist performance image toward a more accessible recreational and lifestyle proposition. Motorcycle families developed over time around distinct uses: Ninja for sport riding, Z for naked street motorcycles, Vulcan for cruisers, Versys for adventure touring and KX for motocross. Racing remained important to the brand’s identity, especially through the Team Green community. The company also expanded beyond motorcycles. Jet Ski personal watercraft became a major Kawasaki category, while ATVs and MULE side-by-sides gave the business a presence in agricultural, industrial, property-maintenance and outdoor-recreation markets. Teryx and, later, Ridge products addressed recreational trail use and the crossover between work and leisure. General-purpose engines complemented the vehicle portfolio. Kawasaki Heavy Industries announced in 2020 that its Motorcycle & Engine business would be separated into a new company. The restructuring took effect in October 2021, creating Kawasaki Motors, Ltd. as a focused powersports subsidiary while Kawasaki Heavy Industries continued to operate its other industrial businesses separately. The new structure was designed to increase responsiveness in a competitive global market and allow management to concentrate on motorcycles, watercraft, off-road vehicles and engines. In 2024, Kawasaki Heavy Industries and ITOCHU announced a capital and business alliance involving a 20% interest in Kawasaki Motors. The partnership also contemplated a North American finance business, reflecting the importance of dealer-based distribution and customer financing in the United States. Kawasaki Motors continues to operate internationally through regional subsidiaries, distributors and independent dealers. Its present identity combines Japanese engineering, racing-derived performance, recreational adventure and practical utility.

2024
ITOCHU capital and business alliance announced
[2]ITOCHU Announces a Capital and Business Alliance with Kawasaki Motorsitochu.co.jp
ITOCHU agreed to take a 20% interest in Kawasaki Motors and cooperate on North American financial services.
2021
Kawasaki Motors, Ltd. begins operations
[4]Kawasaki to spin off Motorcycle business in 2021powersportsbusiness.com
The standalone Kawasaki Motors company was launched as the group’s dedicated powersports and engine business.
2020
Motorcycle and Engine business separation announced
[4]Kawasaki to spin off Motorcycle business in 2021powersportsbusiness.com
Kawasaki Heavy Industries announced plans to transfer its Motorcycle & Engine business into a separate company.
1973
“Let the good times roll” campaign introduced
[6]Yoji ‘George’ Hamawaki obituary and Kawasaki U.S. historyautoweek.com
The U.S. advertising platform broadened Kawasaki’s image beyond high-performance racing and helped present the brand as an accessible recreational choice.
1966
American Kawasaki Motors established
[6]Yoji ‘George’ Hamawaki obituary and Kawasaki U.S. historyautoweek.com
Kawasaki established its U.S. operating presence and began systematic development of dealers, advertising and service support.

Products and positioning

A performance-led Japanese powersports brand combining motorcycle engineering and racing heritage with utility, recreation and outdoor adventure products.

Sport motorcycles
Ninja
Kawasaki’s Ninja family is its best-known sport-motorcycle line. It spans lightweight entry and middleweight models as well as high-performance supersport motorcycles, using aerodynamic styling and a strong connection to Kawasaki’s road-racing identity.
Naked and street motorcycles
Z
The Z range represents Kawasaki’s naked and street-oriented motorcycles. These models generally emphasize exposed mechanical styling, upright ergonomics and accessible performance, with versions covering multiple engine sizes and rider experience levels.
Cruiser motorcycles
Vulcan
Vulcan is Kawasaki’s cruiser family, designed around relaxed riding positions, low-slung styling and road touring. It gives the company a distinct offering for riders seeking a motorcycle character different from the Ninja and Z lines.
Motocross motorcycles
KX
KX motorcycles are Kawasaki’s dedicated motocross products. The line is closely associated with the Team Green racing program and is developed for competition, off-road handling and motocross-focused suspension and chassis performance.
Personal watercraft
JET SKI
JET SKI is Kawasaki’s personal-watercraft brand. Its products serve recreational water users and are marketed around performance, handling and leisure use, forming one of Kawasaki Motors’ principal non-motorcycle categories.
Utility side-by-side vehicles · 1988
MULE
MULE side-by-side vehicles are built for practical work including farming, property maintenance, commercial activity and utility transport. The range also supports recreational use, with the MULE PRO-FXR positioned as a work-and-leisure model.
Recreational and utility side-by-side vehicles · 2024
Ridge
Ridge is a side-by-side vehicle line combining off-road capability with a more automotive-inspired cabin and utility-oriented practicality. Kawasaki promoted the range to both work and recreational users, using its 2024 Super Bowl campaign to expand awareness beyond the established powersports audience.

Marketing campaigns

2024Mullets
United States
Kawasaki’s first Super Bowl advertisement promoted the Ridge side-by-side through a comic story in which riders, animals and Steve Austin grow mullets after entering the vehicle. Goodby Silverstein & Partners created the spot around the line “Business in the front, party in the back.”
Outcome. The campaign placed Kawasaki’s off-road vehicle business before a mass general audience and supported the company’s effort to move beyond a niche enthusiast market.
Source
2017MULE PRO-FXR advertising campaign
United States
Kawasaki used Steve Austin-led television and technical content to introduce the MULE PRO-FXR and promote the wider MULE side-by-side range.
Outcome. The campaign supported the MULE line’s 30th-anniversary marketing and emphasized durability, work capability and recreational use.
Source
2015Steve Austin joins Kawasaki STRONG
United States
Kawasaki appointed professional wrestler and television personality Steve Austin as an ambassador for its MULE PRO products and Kawasaki STRONG positioning.
Outcome. Austin became a recurring public face of MULE advertising and later appeared in Kawasaki’s Ridge Super Bowl commercial.
Source
1973Let the good times roll
United States
Created by Cunningham & Walsh, the campaign used a memorable slogan and national television advertising to make Kawasaki more approachable to ordinary riders while retaining its performance credentials.
Outcome. It became one of the brand’s most recognizable U.S. marketing platforms and broadened Kawasaki’s consumer positioning.
Source

Brand decisions

2024
Capital and business alliance with ITOCHUM&A
Background
Kawasaki identified North America as a priority market and sought stronger customer-finance capabilities and a more resilient sales platform.
Action taken
Kawasaki Heavy Industries agreed to transfer shares and ITOCHU agreed to subscribe for a 20% interest in Kawasaki Motors through a third-party allocation. The parties also planned a North American finance joint venture.
Aftermath
The alliance was intended to strengthen dealer sales, financing and the broader U.S. value chain. The transaction was scheduled for implementation in 2025.
Third-party allocation and share transfer consideration. 80 billion yen (Announced November 8, 2024; planned transaction date April 1, 2025)
Source
2020
Separate the Motorcycle & Engine businessStrategy
Background
Kawasaki Heavy Industries sought a more focused structure for its powersports operations after renewed consumer interest in motorcycles and recreational products.
Action taken
It announced the transfer of the Motorcycle & Engine business into a separate company, Kawasaki Motors, Ltd., effective October 1, 2021.
Aftermath
Kawasaki Motors became the dedicated operating company for motorcycles, watercraft, off-road vehicles and engines, while Kawasaki Heavy Industries retained its wider industrial portfolio.
Source

Recent events

2024
Kawasaki and ITOCHU announce capital and business alliance[2]ITOCHU Announces a Capital and Business Alliance with Kawasaki Motorsitochu.co.jp
M&A
ITOCHU agreed to acquire a 20% interest in Kawasaki Motors through a third-party allocation. The companies also planned a North American finance venture to support product sales and customer services.
2024
Kawasaki launches first Super Bowl advertising campaign with Ridge[5]Kawasaki unveils first Super Bowl spotcampaignlive.com
Campaign · Product launch
Kawasaki used a nationally televised Super Bowl LVIII commercial to promote its Ridge side-by-side vehicle. The Goodby Silverstein & Partners advertisement used the humorous “mullet” concept and featured Steve Austin.
2021
Kawasaki Motors begins operation as a standalone powersports company[4]Kawasaki to spin off Motorcycle business in 2021powersportsbusiness.com
M&A
The Motorcycle & Engine business was transferred into Kawasaki Motors as part of Kawasaki Heavy Industries’ corporate restructuring.
2020
Kawasaki Heavy Industries announces separation of Motorcycle & Engine business[4]Kawasaki to spin off Motorcycle business in 2021powersportsbusiness.com
Other
Kawasaki Heavy Industries announced a restructuring plan to establish Kawasaki Motors as a separate company for its Motorcycle & Engine business, with implementation scheduled for October 2021.

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