That is impressive attention from a company today.
I don't own any Yanmar engines, but I'm not surprised to hear this story told. A buddy is restoring an old top-of-it's-class sailboat - he figures that given even the slightest whiff of decent maintenance, the original Yanmar diesel that's in it will probably outlive his grandkids. You don't continue to build products like that today by accident.
One characteristic of Japanese companies that still seems true today is that even their executives seem to sweat the small details. I think it was Nissan (might have been Toyoda) - for one of their last vans, the chief engineer (or maybe VP?) volunteered to (and did) drive an early production mule coast-to-coast in the USA. Culturally, they still seem to value direct hands-on experience, regardless of their personal stature - smart, real smart - at least if your business is actually building things, as opposed to running financial scams.
The other neat thing about that story was that the Eng Executive made it explicitly clear that this was something that he wanted to do personally, and that he did not want it interpreted as something he expected his subordinates to do in the future. I think that part of the story is even cooler than the fact that he did what would be considered over here a pretty menial task, usually assigned to a junior engineer/team.
Smart companies push their product development people to get out in the field (pun intended) and really learn how their customers use/abuse/maintain (or not)/modify their equipment.
Rgds, D.