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Yamaha Rhino 700 FI Auto. 4x4 Named NRA’s 2008 “Vehicle of the Year”
New Rhino Side-by-Side Earns American Hunter Magazine’s Golden Bullseye Award

Rhino 700 4x4
Rhino 700 4x4

CYPRESS, Calif. – May 14, 2008 – Yamaha Motor Corp., U.S.A., the leading maker of ATV and Side-by-Side (SxS) vehicles for outdoorsmen, has received an American Hunter Magazine 2008 Golden Bullseye Award for the new Rhino 700 FI Auto. 4x4.  The magazine, an Official Journal of the National Rifle Association (NRA), named the new Rhino 700 FI “Vehicle of the Year” in its May issue.

“Yamaha is extremely proud to have the Rhino recognized by the NRA and American Hunter, the world’s largest all-hunting magazine,” said Steve Nessl, Yamaha’s ATV/SxS marketing manager.  “Even as competition in the SxS market continues to grow, the Rhino proves itself year after year as the award-winning vehicle of choice for hunters and outdoorsmen.  The Rhino is designed, tested and built in Newnan, Georgia, and it is beyond gratifying to have our efforts acknowledged by such an influential organization.”

Now in its sixth year, the NRA’s Golden Bullseye Awards were developed to acknowledge companies and individuals who pursue excellence and innovation in the manufacture of firearms, accessories and related equipment.  The prestigious awards are voted on by a seven-member committee consisting of editors, art staff and veteran publication personnel.  To qualify, products must have been recently introduced and available for consumer purchase, used and tested by a staff member or regular contributing editor, reliable, innovative in design and function, readily received as a value to the purchaser and styled in a manner befitting the firearm industry and its enthusiasts.

“The NRA Golden Bullseye Awards honor those products that are remarkable for their utility to hunters and shooters,” says Joe H. Graham, executive director of the NRA Publications.  “The Yamaha Rhino 700 FI Automatic 4x4 is recognized by the editors and staff of American Hunter magazine as a utilitarian wonder in winning this year’s Golden Bullseye Award.  This fuel injected powerhouse with On-Command 4WD proved itself superior in rigorous field tests that left its competitors gasping in its dust.  Without breaking a sweat, the Yamaha Rhino 700 FI Automatic 4x4 earned the Vehicle of the Year Golden Bullseye Award for 2008.  Congratulations to Yamaha!”

The 2008 Rhino 700 FI Auto 4x4 comes with a 686cc liquid/oil cooled, four-stroke engine, electronic fuel injection, fully automatic Ultramatic® transmission with dual-range drive and reverse, industry-exclusive three-position On-Command® in/out 4WD and fully independent four-wheel suspension.  The Rhino’s automotive type cab and controls allow both driver and passenger to enjoy the outdoors together in a tough, durable and dependable ride.

About Yamaha:
Yamaha ATVs and SxS vehicles are designed, engineered and built tough!  Yamaha Motor Corp., USA headquarters are located in Cypress, California. For more information on Yamaha, visit

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