The S10 is discontinued in Europe because it didn’t meet the latest emission regulations, so those who have an S10 are tending to hold on to them and there are precious few on the pre-owned market.
One reason why the S10 never took off was Yamaha’s marketing strategy. There were none in the showrooms, you had to place a deposit and buy sight unseen. The only place you could view them was online and you certainly couldn’t get a test ride! Over here, the S10 was a slow burner, difficult to find and perhaps the pricing was a little on the high side. The S10 was built to compete with BMWs GS but when the S10 was launched, BMW went and gave the GS more power. The fact that it was a mere handful was irrelevant, the U.K. biking press made such a fuss about the extra horse power and the GS being the best thing since sliced bread, and giving it universal press coverage that the S10 didn’t stand A chance. A U.K. magazine, RIDE, did a test back in about 2018 and they called it “the most exclusive adventure bike out there” and positively raved about it. Alas, it was too little too late and by then, the S10s fate was sealed.
But whose having the last laugh now?