Taiwan's top bicycle brands presented their flagship products for the new season at a press conference in Friedrichshafen, Germany
August 27th, 2015. Friedrichshafen, Germany – The biggest names in the bicycle industry showcased their top innovations and developments at Eurobike, the world’s largest bicycle trade show. The Taiwan Excellence campaign is the most essential part of an image enhancement program organized by the Bureau of Foreign Trade (BOFT) and implemented by the Taiwan External Trade Development Council (TAITRA). Prominent bicycle leaders and manufacturers from Taiwan gave insight into the Taiwanese cycling industry and introduced new trendsetting products at the product launch press event, titled “Ride into the Future with Bikes from Taiwan!”
Agnes Haw-Yue Chen, Representative of the Taipei Representative Office in the Federal Republic of Germany, opened the Eurobike press conference in Friedrichshafen stating that „Germany is the number one trading partner in Europe and number nine worldwide”. Referring to Taiwan as the global leader in cycling innovation and development, she stated that the European Union is the largest importer of bikes made in Taiwan. More than two million bicycles were imported to Europe in 2014 while 1.48 million bicycles were exported globally in the first four months of 2015.
In name of the Taiwan Bicycle Association, Chairman Antony Lo gave his insights on current and future trends in the industry. Commenting on current trends, Lo noted that mountain bikes continue to be refined in design and optimized in weight. He further mentioned that road bikes are undergoing significant changes while the growth of electric bicycles remains unrelenting, continuously spreading to new global markets. Taiwan exported nearly 58,000 LEVs (Light Electric Bicycles) to the EU last year, a growth of 87% over 2013, and 54,000 units to NAFTA (US, Canada and Mexico), an increase of 36.8%. Lo noted that even with the current economic turbulence in parts of Europe and the deprecation of the euro, Taiwan enjoyed growth of almost 11% in exports to the EU in the first quarter of 2015.
Lo’s report was followed by presentations from five of the most prominent brands in the cycling world. The Taiwanese companies highlighted their visions and future direction while presenting their innovations for 2016:
Stanley Chien, BESV Senior Sales Manager, introduced two new models, the BESV JS1 and BESV LX1. The company placed great emphasis on the aesthetic design of these bicycles. Designed to bring out an individual’s unique fashion sense and social status, the new JS1 was newly crowned with a 2015 Eurobike Award for design and innovation. Equipped with new interactive features such as a parking location identifier, real-time weather advisory, and nearby point of interest locater, the LX1 serves as the company’s premium model. The LX1, presented as a “king of the road” e-bike, also includes a special Smart Mode. The feature allows the bicycle to calculate the level of power a rider needs for optimal comfort. Taking the riding conditions and pedaling power into account, the LX1 intuitively delivers the ideal level of power assist.
Giant On-Road Product Marketing Specialist Doug Barnett presented on behalf of his company. Barnett handles the global launch of Giant’s performance products and he used to occasion to expand on the company’s latest innovation. Marketed as a total race bike, the TCR Advanced SL offers superior efficiency and revolutionary handling, and is able to tackle the most difficult of races.
Riko Vodan and Ben Anderson introduced Kenda’s Honey Badger DH and Saber tires. The Honey Badger DH is a new twist on the company’s downhill racing tire, specifically fitted with an E-Charge casing to support the additional weight requirements of an E-Mountain Bike. The tire features new dual durometer tread compounds molded onto the structure for optimal traction, grip and tread wear. The Saber launches a new generation of XC tires for Kenda that is currently the fastest and lightest XC tire on the market. A R3C rubber compound integrated into the design allows for low rolling resistance, increased grip and is lightweight, while providing maximum traction. The presenters also offered information on the company’s Flintridge tire, designed to perform effectively on a variety of terrain. The smooth centerline tread pattern is designed to go from pavement and hard pack to loose rock and slick mud, utilizing a SCT casing to reinforce the tire thus preventing slashes and abrasions while optimizing conversion.
KMC Chain followed with a presentation on two of the company’s new products: the DLC and the eBike Chain. Adrian Bleiler, KMC International Sales Manager, introduced the DLC, designed to provide a more acute shifting response and heightened acceleration efficiency. The product is ideal for racing, and is enhanced to provide an excellent riding experience. The eBike Chain is designed to compensate for the strain posed on the chain by the popular central motors and cassettes. Combining 20% upgraded durability with the highest Pin Power on the market, the eBike Chain ensures longer chain life and higher torsion and stress resistance.
Tern’s Joshua Hon, Vice President and Team Capitan, wrapped up the presentations. Hon introduced Tern’s new model Verge S8i which is designed for commuters and people who love cycling in the city. The bike is designed around a Gates belt drive and is equipped with full SKS fenders and hydraulic Deore disc brakes. Comfort is increased through the extra-long wheelbase and Big Apple tires from Schwalbe.
Taiwan’s third annual “Excellence on Wheels” show was featured on Eurobike’s main show stage immediately after the press conference. The event engages audiences with music, dance routines and a catwalk to highlight the innovative charm of Taiwan Excellence. The performance provided entertaining visibility for a range of exciting products from Taiwan.
The show was divided into three separate segments – on-road bikes, high-tech bikes and folding bikes – incorporating bikes, components and accessories, to feature almost 40 different products. Participating brands included AIRACE, BESV, BETO, Exustar, GIANT, GreenTrans, Holux, Joy, KENDA, Kind Shock, KMC Chain, Metallica, Paco Bike, QBICLE, Solis, STRiDA, TAYA, Tern and Ubike.
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BESV www.besv.com
Giant Bicycles www.giant-bicycles.com
KENDA Tire www.kendatire.com/en-us
KMC Chain www.kmcchain.com/en
Tern Bicycles www.ternbicycles.com / www.thinkbiologic.com
The symbol of Taiwan Excellence was established in 1992 by Taiwan’s Ministry of Economic Affairs, and subsequently the Taiwan Excellence Selection was launched the following year. The selection is based on the distinct criteria of R&D, quality, design and marketing. Taiwan Excellence awarded products using cutting-edge innovation and meeting the highest quality will represent Taiwan on the international stage to reinforce the buyer’s confidence and continue building a favorable impression for Taiwanese products. This year marks the 22nd selection, making the symbol of Taiwan Excellence a prestigious brand for enterprises in Taiwan to strive to be recognized by and is highly reputed throughout the world.
Please visit www.taiwanexcellence.org for more information.
Organized by
Taiwan’s Bureau of Foreign Trade (BOFT), under the Ministry of Economic Affairs (MOEA), is responsible for implementing policies and regulations governing foreign trade, economic cooperation and foreign investments. Established in January 1969, the BOFT's role has
undergone continual adjustments to meet the needs of the shifting international economic and trade environment. The BOFT has been guiding and working with the Taiwan External Trade Development Council (TAITRA) in numerous trade promotion projects and activities both internationally and domestically. Having worked closely with TAITRA for many decades, the BOFT continues to entrust TAITRA with a variety of critical government projects relating to business trade and/or investments, promoting Taiwan on every international aspect.
Please visit www.trade.gov.tw/English/ for more information.
Implemented by
Founded in 1970 to help promote foreign trade, the Taiwan External Trade Development Council (TAITRA) is the foremost non-profit, semi-governmental trade promotion organization in Taiwan. Jointly sponsored by the government, industry associations, and several commercial organizations, TAITRA assists Taiwanese businesses with reinforcing their international competitiveness and in coping with the challenges they face in foreign markets. TAITRA boasts a well-coordinated trade promotion and information network consisting of over 800 international marketing specialists stationed throughout its Taipei headquarters and their 60 branches worldwide. Together with its sister organizations, the Taiwan Trade Center (TTC) and Taipei World Trade Center (TWTC), TAITRA has created a wealth of trade opportunities through effective promotion strategies.
Please visit www.taitra.org.tw for more information.
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Further information available at www.itms.com/press/taitra
PR Contacts:
TAITRA
Eva Peng
Phone: +886.2.2725.5200 ext. 1374
Email: evapeng@taitra.org.tw
Jenny Lee
Phone: +886.2.2725.5200 ext. 1366
Email: jenny_lee@taitra.org.tw
ITMS Marketing Mathias Mandler
Phone: +49.6032.3459.0 ext. 282
Email: mathias.mandler@itms.com
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