Since entering the North American market in 1979, Yuasa Battery has been a driving force in the powersports industry, continuously setting the standard for reliability, performance, and innovation.

From humble beginnings to becoming a global leader in powersports and automotive batteries, Yuasa has spent the last 45 years shaping the landscape for original equipment manufacturers (OEMs) and riders through pioneering advancements in AGM technology, quality, and innovation.

Join us as we celebrate the key moments, challenges, and successes that have marked Yuasa’s journey and the unwavering commitment that continues to drive them today.

Humble Beginnings and Early Vision

Yuasa’s story actually began over 100 years ago,  in 1918, when Mr. Shichizaemon Yuasa founded the company in Japan to produce storage batteries for industrial applications. With a focus on quality and reliability, Yuasa’s vision was clear from the start—create products that exceed industry standards and improve performance for customers.

The drive for excellence and innovation that started then would never waver and still carries on today.

In the 1920s, Yuasa expanded into the burgeoning motorcycle industry, recognizing a need for reliable battery power as motorcycles grew in popularity. By the 1950s, Yuasa had established manufacturing plants outside Japan, responding to the growing global demand for our products.

It wasn’t just the company's scale that grew; our reputation for quality was solidified by the introduction of sealed lead-acid batteries in the 1960s and 1970s, revolutionizing the industry with a safer, more reliable product.

Building a Legacy: Innovation and Leadership

As the pioneer and leader of powersports batteries, Yuasa has set the standard by which all other powersports batteries are judged. This standard and influence was born in that deeply rooted commitment to advanced engineering, premium quality, and unmatched reliability.

In 1979, they entered the North American market, as Yuasa General Battery Co., and introduced our first conventional battery (12N14-3A), followed shortly by the Yumicron battery (YB14L-A2) in 1982. With the initial success of those batteries, the foundation for Yuasa’s role as a leader and pioneer in the powersports industry was laid.

Following the Yumicron, Yuasa continued to forge a path with several firsts. Starting with the launch of the world’s first maintenance-free AGM battery (the YTX, which to this day is synonymous with AGM in the industry), in 1983, making Yuasa the first to bring AGM powersports batteries to market.

In 1987, Yuasa updated the name to Yuasa Exide Battery Co, and then advanced even further, expanding to a larger footprint and introducing different battery sizes to the market, such as the YTX20. This continued to pave the way for Yuasa as the defacto standard for motorcycle batteries to this day. In 1992, the penultimate name update to the more modern “Yuasa Inc.” was made.

A New Century, A Renewed Yuasa

Around the turn of the century, seeing the growing market for compact AGM batteries, Yuasa set out to deliver the most powerful, compact AGM batteries. In 1999, that was accomplished with the launch of the YTZ Series, the first global lineup of factory-activated AGM powersports batteries.

In 2000, Yuasa Inc. would perfect the name to Yuasa Battery Inc., and by 2008, aftermarket accessories and OEM’s increased usage of electronics had started to push the limits of batteries, leading to shorter lifespans, decreased reliability, and failed electronics. Knowing this, Yuasa specifically designed, engineered, and manufactured the GYZ Series to fix the issues facing the American market.

To this day, the GYZ Series still stands as the most powerful, toughest AGM battery available, remaining one of the most popular and sought-after battery upgrades by riders across the country.

These achievements aren’t just milestones, they are reflections of who Yuasa is, and our ongoing commitment to continually push boundaries and set the standard for powersports batteries.

Overcoming Challenges: A Resilient Brand

Like any industry leader, Yuasa has faced its share of challenges. In the early years, Yuasa contended with new competition from lower-cost battery producers across the globe, including China. Rather than compromise on quality to compete, Yuasa stood by its commitment to high standards, producing batteries that not only adhered to but also outperformed OEM specifications.

This decision set Yuasa apart as a premium brand, one unwilling to sacrifice its reputation for quality, even as the market flooded with cheaper alternatives.

Today, Yuasa Battery’s Laureldale, PA location in the USA produces AGM powersports batteries, focusing on the continued evolution of high-performance technology. Our parent company, GS Yuasa, operates on a global level, producing batteries for a wide range of applications, from Forklifts and security cameras to MP3 players and space satellites.

This determined effort to continue pushing AGM batteries forward not only cements Yuasa’s place as an industry leader but also ensures that they will continue to stand apart from competitors focused on conventional and or lower-quality alternatives.

Creating a Community: More than Just Batteries

Yuasa’s success wasn’t built by the products alone—it was built by passion and relationships.

Over the years, Yuasa has built strong connections with both OEMs and riders through our distributor network, becoming a trusted name synonymous with reliability. Whether powering motorcycles, ATVs, jet skis, or UTVs, Yuasa batteries have become the powersports vehicle battery.

Beyond the batteries, Yuasa proudly sponsors powersports riders, events, and races throughout the country, and directly engages with customers at rallies like The Sturgis Buffalo Chip and Americade, offering free battery replacements and hands-on support for riders.

These opportunities allow Yuasa to connect with the people who drive innovation through their shared passion for powersports and our goal to help riders get the most powerful, reliable, and safe ride possible.

The People Behind the Power: Leadership and Company Culture

At the heart of Yuasa’s success is the past, present, and future leaders who made the company what it is today. Yuasa’s philosophy is deeply rooted in Japanese heritage, emphasizing long-term investments in both products and people. This approach, combined with the strengths of robust U.S. operations, has created a unified strategy for growth and innovation.

Our internal culture is just as strong.

Rio Okubo, the recently appointed CEO, played a pivotal role in developing the GYZ Series, embodying Yuasa’s dedication to internal growth and development, and emphasizing the importance of nurturing talent from within.

There are many employees at Yuasa Battery with a long tenure of dedication, passion, and innovation–inspiring our continued success. After retiring in 2017, former Yuasa employee Joe Majesky (pictured earlier) continued to provide consulting services after 47 years in the battery industry. He is but one of many employees demonstrating a testament to the strong culture and tenure within our organization.

Another industry figurehead, much like Joe, is Wayne Krick, an employee since Yuasa’s U.S. facility opened in 1979. Wayne embodies the loyalty and dedication that defines the workforce. Despite offers to leave for other companies, Krick remained with Yuasa, believing in the product and helping bring the vision of excellence to life in quality and customer service.

As a testament to our strong culture of loyalty and teamwork and our dedication to seeing employees as valued team members, many local families, including siblings, parents, and other family members, work at Yuasa and have been integral to our growth over the years.

What’s In a Name? From GBY to Today

Yuasa’s commitment to transparency, innovation, and culture has been the key to delivering high-quality products consistently.

Despite several name changes from GBY to YGBC, and finally to Yuasa Battery, YBIA, its values have remained unchanged.

Throughout this decades-long journey, Yuasa has reached significant milestones—producing our 1 millionth, 25 millionth, 50 millionth, and 75 millionth battery and counting—reflecting our enduring role in powering OEM vehicles and supporting the rides of countless enthusiasts worldwide.

Yet, beyond these impressive numbers lies something even more meaningful, the deep relationships and community that Yuasa has built over the years. Whether it’s the loyalty of our employees or the trust of riders who depend on Yuasa batteries to fuel their passions, our true success is measured in the connections it has nurtured along the way.

Trust and Performance

Yuasa’s impact extends far beyond our products. By consistently delivering high-quality, OEM-standard batteries, Yuasa has set the bar for excellence, forcing competitors to elevate their own offerings.

Today, over 80% of major OEMs rely on Yuasa for their batteries, a testament to the company’s consistent performance, safety, and quality.

Our dedication to quality, innovation, and customer trust has made it a respected leader in the industry. Yuasa’s story is one of resilience, innovation, and a commitment to serving our customers with the highest standards—past, present, and future.

A Legacy of Excellence

For over 45 years, Yuasa has been a name synonymous with reliability and innovation.

Our unwavering commitment to OEM standards, pioneering advancements in AGM technology, and dedication to customer satisfaction have solidified our position as the leading powersports battery brand.

Whether powering motorcycles, ATVs, or other powersports vehicles, Yuasa batteries deliver unmatched performance and reliability, ensuring that wherever the road takes you, Yuasa will get you there.

To learn more from our experts, find the best battery for your ride, or find a dealer near you, visit us at yuasabatteries.com.