ON YOUR BIKE World-class cyclists ride to win on Giant bicycles – and millions of ordinary cyclists around the world choose them too. Industry Europe finds out what makes Giant different from its competitors.
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aiwan-based Giant builds more than six million bicycles a year. Some are madeto-measure performance bikes for professionals, with price tags to match. Millions more are made to measure in a rather different way – they are designed to meet the very different needs of cyclists, depending on whether they are cycling on the safe, level cycle paths of the Netherlands, battling up and down hills and through the rain in Wales, or cruising along in the Californian sunshine. A key part of Giant’s global success is its ‘local’ focus. Founded in 1972, Giant started as a local company in Taiwan. It has always been a company with a manufacturing philosophy and it is now the largest bicycle manufacturer in the world. It is also the only bicycle company covering the full value chain, and one
of only very few Taiwanese companies with a worldwide recognised brand name. “We describe ourselves as a one-stop provider of high-end products,” says a company representative. “We were the first to mass produce bicycles using carbon fibre composite materials, in 1987. We also supply over two million bikes to other brands – bikes that are built to their designs. With our full manufacturing facilities we are able to make bikes – or sometimes just the tubing – for our customers very cost effectively and with better quality.”
Total solution “Giant was founded by business people. In Taiwan bikes are the most favoured mode of transport, more out of necessity – not so much for leisure,” says Mr Davies. “This
background has made a difference. The owners understand manufacturing very well so they look at a problem from the engineering side as opposed to the more emotional side. They see the bicycle as a total solution for transportation. “So if you live in the urban sprawl of Taiwan, or the rural pastures of Wales, you understand that the topography means different types of bikes. There is, for example, the space issue – you might need a compact bike in order to store it. Or you might need big tyres because of the local conditions. We have a global range, but developed and adapted for different usages.” And the country or regional preferences do vary hugely. In the Netherlands, despite wind and rain, it would not be unusual to see
