There are a lot of reasons why Yamaha is doing this, but the biggest was mentioned above. If you look at some of the other bikes they brought into the US, and didn't sell worth a hoot, you can understand their motives. Sadly, US buyers seem to buy mostly cruisers, and to a lesser degree, sportbikes. recently, that's changed, but I still talk to riders that feel that the only way they will have comfort is by buying a cruiser. When I let them (rarely) ride either my FZ or WRR, they're amazed at just how more capable and comfortable they are over their cruisers. Image drives a lot of these purchases. Look at the TDM850 in the 90s: here was literally what old XS650 riders had dreamed of: an uprated XS with liquid cooling and a lot more, just as bulletproof, and a hoot to ride. But it didn't look the part, and nobody bought them, or more correctly, few bought them. Those that did never let them go. I am aware of several past the 100K mileage point, and still going strong.
Now my take on this: I'm one of those oddballs that puts a tremendous amount of thought into big purchases, and am seldom let down when I finally buy. But I look and look and look, sometimes takes me years to decide what I really want. I moved to where we live now a few years ago, and there is an abundance of off road, back road, and gravel road riding, with a minimum of cars and trucks. Where I lived before that, there was nothing but street riding. I don't mind road riding, but I'm an Enduro guy at heart. (OK: I'm dating myself, the early Yamaha on/off road bikes were Enduros, and still are, to me) I bought my WRR used in '09 (at a very good price) as I just couldn't bring myself to spend 6K on a 250cc Enduro, but I could do it for 4300, which is what I paid. (160 miles on it) With plenty of miles on the WRR, I remembered just how much I liked this sort of bike and the fact that I prefer back roads and just exploring interesting roads and tracks. I missed out on the TDM as I was playing games for Uncle Sam in the early 90's over in the gulf, and by the time I got back, no more TDMs.
What I really want is like mentioned above: a big WRR that has some range, more comfort, and no more work to keep running. has to be able to seriously carry a passenger, and handle luggage, hard and soft. Nothing I have now does that, not really. So when I found out they were bringing in the S10, and went through the thought process about if it was truly what I wanted, I discussed it with Most Excellent Wife. Surprisingly, she said "Why don't you order one?" I did the next day. I'm really an old Yamaha Enduro rider from the late sixties that enjoys that sort of motorcycle, and this certainly seems to be it. And a lot more.
Since that time, I gave some thought to maybe having leaped before I should have, but try as I might, I can't find something else that fits the role better than the S10. I can afford this, but I'm old fashioned enough to not want to squander money on toys, but can justify tools. I think this motorcycle will in time become the one bike I ride everywhere, for anything. I'm seeing the WRR becoming even more dirt oriented than it is now, which it already is. I'm reluctant to give up the FZ, but I'm guessing it will spend a lot of time in the garage, as will the WRR. I'm getting a bit long in the tooth for backroad blasts and full bore runs through the woods on a dirt bike, but the S10 seems to be able to do everything except really technical stuff and trackday style riding. I'm sure I won't be disappointed.
