New president for Yamaha Motor Canada

James Matthews has been appointed as the new president of Yamaha Motor Canada (YMCA).

James will step into his new role immediately, with past-president Dean Burnett supporting the transition through February.

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, 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 Dean Burnett, immediate past president of YMCA.

“I am very excited about where James will take the company in the future.

“I have 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.

“I am 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,” he said.

“We are 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.”

Dean, who recently celebrated his 30-year anniversary with Yamaha, will return to Yamaha Motor U.S., after three years serving as president and MD of YMCA.

He will assume a leadership role in the Yamaha Marine Business Unit (YMBU), under Ben Speciale, president of that group.