Taiwan Companies Showcase Innovative New Products for 2014 – Setting Pace and Market Direction at Eurobike 2013

Friedrichshafen, Germany, August 29, 2013 – Leaders of several of the world’s major bicycle and bicycle components manufacturers presented innovative products at this years “Taiwan New Products Launch” at Eurobike 2013 in Friedrichshafen, Germany. Presented by TAITRA, the Taiwan External Trade Development Council, the press conference spearheading current market trends and insight into the Taiwanese bicycle industry.

Ms. Frieda C. Hung, Director of the Taiwan Trade Center in Munich, opened the presentation with a cordial welcome to members of the press and honored guests, giving prize to new and far-reaching achievements in the Taiwanese bicycle industry. The leading role of Taiwan in the bicycle industry, she resumed, is manifested not simply by excellent price performance ratio and enhanced safety aspects, but today more than ever through exceptional design and innovation– this year through revolutionary lightweight construction technologies.

Ms. Hung´s remarks were followed by words from Agnes Hwa-Yue Chen, Representative of the Taipei Representation to the Federal Republic of Germany, who took the microphone to expound upon the positive magnitude of the German-Taiwanese-European bicycle alliance.

Mrs. Chen emphasized the economic importance of Germany for the Taiwanese bicycle industry, and warmed to her campaign for an official economic cooperation between both lands regulated by mutual agreement: a “triple win” situation profiting each country, their respective industries and their consumers. She went on to illustrate how Europe, leading with the Netherlands, Great Britain and Germany, is Taiwan’s most important market – exporting a total of 2,518,700 bicycles in 2012, and these accounting for a total export volume of USD 827 million.

In name of the Taiwan Bicycle Exporters` Association, Chairman Antony Lo gave his insight into current trends and industry developments. Lo touched on the topic of “Branding Across Borders” in his observations — the top-shelf branding of Taiwanese products to international markets. Through an ever-closer assimilation of the world’s markets, bringing nearly instant availability of product within each market, Lo emphasized that it has become essential for companies to think
and act globally. In light of current developments, Lo sees first and foremost a stronger focus on ultra-lightweight construction in Road racing bikes – a development whose timeliness was underscored by the product presentations that followed.

Lo sees this structural trend developing in other market segments, as well. New developments in the e-bike market show a definite growth in demand for sportier, lighter, more powerful bikes. Performance and lighter weight are also increasingly important criteria in mountain bikes. According to Lo, everything in the near future will revolve around the development of the perfect 27.5” bike. In this segment, too, Taiwanese companies are exerting their leading role as developers of exemplary, innovative products.

Giant Bicycles’ Steffen Barkhau, Product Manager for GIANT Bicycles Germany, opened the presentation together with James H. Hibbard from Giant’s Global Marketing, demonstrating the brand’s new Propel Advanced SL. This ultra-light construction follows the decided trend towards uncompromising aerodynamic superiority in the Road bike segment. Stepping up from its predecessors, the Propel Advanced SL has been completely optimized through newest technologies and vigorous wind tunnel testing. Relieved of all extraneous ballast and a frame weight first made possible through unrelenting carbon technology, the Propel Advanced SL now makes it possible for the growing base of competition-oriented Road cyclists to acquire a bicycle made meet the latest uncompromising standards for performance and speed.

KENDA was the second brand to mount the podium, with Mr. Uwe Daniel,
Kenda’s European Marketing Manager, demonstrating together with Jack Scott the new Nevegal-X Pro tire, set to enter the market in 2014 for Trail and Enduro applications. Successor to the legendary original and created by the same top designer, John Tomak, the Nevegal-X Pro is faster, lighter, better. Kenda proudly points out here that “lightning does strike twice” with reference to Tomak’s winning designer hand. On the Kenda technology “inside”, the Kwick Tendril Endurance tire offers tri-level endurance flat protection… a first on the market also offering best flat-tire protection for city tires and trekking.

Merida Bikes has been producing long-life, reliable bikes according to the latest cutting-edge technologies since 1972. Now, 40 years later, Merida manufactures nearly 5 million bikes a year in four Asian factories according to the same criteria – with research, development and design today “Made-in-Germany”. One of the carbon highlights of the 2014 season is the aerodynamic Road machine REACTO EVO, featuring all-time low drag and low resistance –developed in close accord with the requirements of the UCI World Tour squad, TEAM LAMPRE-MERIDA. Whereas the original REACTO was developed as a semi-aero machine, the new REACTO EVO, with new, improved aerodynamic superior shaping, has been successfully wind tunnel tested for maximum speed.

Tern Bicycles, dedicated to the goal of designing and manufacturing versatile bikes for everyday use, reiterated the “recipe” that has propelled the company’s rapid success during its scant two-year existence. Joshua Hon, Vice President of Tern, illustrated the “ingredients”: safety, cargo, comfort, transport, storage and daily use. Underscoring technical refinements like lighting, storage, strength and versatile components, Hon chose these technical refinements of the Eclipse S18 to underscore the demanding standards of this young company. The newest folding bike model, the Eclipse S18 incorporates all of the innovations for 2014, debuting with the Node D7i, another new Tern entry. The ingenious PostPump 2.0, developed by the sibling company, “BioLogic”, was also a feature of the presentation. Cleverly enclosed in the seat post, the device lends instant “first aid” at the flick of a lever.

TEKTRO Technology Corporation rounded up this year’s TAITRA presentation with Mr. Lance Larrabee introducing the Spyre 2-piston disc brake systems – lighter than the competition by 30% and a full 20 mm narrower. Originally developed for mountain bikes, the Spyre 2-piston disc brakes provide even pad contact to the rotors – enhancing braking power and modulation. The new Spyre disc models are designed specifically for Road brake levers, offering superior performance for Road and Cyclocross.

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Giant Bicycles
www.giant-bicycles.com

KENDA Tire
www.kendatire.com

Tern Bicycles
www.ternbicycles.com / www.thinkbiologic.com

TEKTRO Technology Corp.
www.tektro.com

MERIDA
www.merida.com

About Taiwan External Trade Development Council (TAITRA)
The Taiwan External Trade Development Council (TAITRA) was founded in 1970 to promote Taiwan’s foreign trade and competitiveness in world markets. Over the past 40 years, TAITRA has played a key role in the development of the Taiwan economy. TAITRA is jointly sponsored by the government and commercial associations and is viewed by all as the business gateway to Taiwan for the international business community.
Please visit www.taitra.org.tw for more information.

About TAIWAN EXCELLENCE
A recognized name of innovation with added value, Taiwan Excellence is the highest accolade awarded to products that encapsulate innovalue. The Taiwan Excellence Selection was launched in 1993. Taiwan Excellence winners not only represent the most revolutionary, high quality, high value added products made by Taiwan. They epitomize Taiwan’s unique genius in using innovation to create added value in the design and manufacturing of leading-edge products.

Please visit www.taiwanexcellence.org for more information.

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Further information and corresponding material at virtual newsroom: www.itms.com/press/taitra

About Taiwan External Trade Development Council (TAITRA)
The Taiwan External Trade Development Council (TAITRA) was founded in 1970 to promote Taiwan’s foreign trade and competitiveness in world markets. Over the past 40 years, TAITRA has played a key role in the development of the Taiwan economy. TAITRA is jointly sponsored by the government and commercial associations and is viewed by all as the business gateway to Taiwan for the international business community.

PR Contacts:

TAITRA
Claire Yang
Phone: 886-2-2725-5200 Ext. 1376
Email: claire@taitra.org.tw

GolinHarris
Jonathan Seidman
Phone: +886.2.2722.5369 ext. 124
Email: jseidman@golinharris.com

ITMS Marketing
Mathias Mandler
Telefon: +49.6032.3459.0 ext. 282
Email: mathias.mandler@itms.com

This release was published on openPR.