From its modest beginnings in Taiwan to its current global prominence, Giant’s brand identity has played a crucial role in shaping the company’s trajectory.
During our conversation, we explored Kao’s insights on the importance of brand identity and the numerous innovations by Giant that have kept it at the forefront of the cycling industry.
Q. What is the defining characteristic of Giant’s brand identity?
First and foremost, it is the diversity that we offer. Giant provides a wide range of bikes, from city bikes to high-end and competition bikes.
We also strive to stay true to our values while being innovative. Giant has the ability to stay ahead of its time and identify future opportunities and trends. We were the pioneers in developing carbon fiber bikes, which made us famous and shaped our vision for the future of the brand.
Our mission is to “Raise the Bar.”
Finally, we take responsibility for our entire production chain, allowing us to control the quality of our products, the environment in which they are produced, and the ethics behind it.
Q. How does Giant differentiate itself from other brands and establish its position in the competitive bicycle market?
Integrity is key, both in staying true to ourselves and our customers. Additionally, we give back to the community by sponsoring races and projects. We strive to create a better world, and we believe this is of utmost importance.
Diversity is another aspect that sets us apart. Anyone can find the perfect bike for them, something that only Giant offers. We are also dedicated to innovation, creating bikes that are perfect for any circumstance. We aim to excel in mountain biking and on the road, defying the odds of nature and enabling our riders to be the best.
Q. What makes the UAE an attractive market for Giant?
Giant values innovation, and the UAE provides an ideal environment for it. This country not only fosters imagination but also encourages the development of new technologies and products.
The people in the UAE are open to change, recognize the importance of sustainability, and are always seeking new experiences. This alignment of values and goals makes the UAE an attractive market for us, and we hope to work together to “Raise the Bar” and achieve our common objectives.
Q: In your opinion, what impact has the Liv bike Brand had as the women’s specific Giant Group brand in a predominantly male-dominated sport?
Liv is the first bike brand created by women for women. As women have different body structures from men, they use different muscles when riding a bike.
Riding a bike designed for men can be challenging and restricts a woman from riding to her maximum capacity. That’s where Liv comes in. Liv is crucial for our company and is supported by many strong and inspiring women who contribute to our brand.
Q: Can you tell us how Giant Group has been contributing to soft mobility worldwide and what efforts the company has made to reduce its environmental impact?
Giant has increasingly focused on promoting soft mobility over the years. Our former CEO, King Liu, recognized the importance of soft mobility early on. He initiated a public biking system in Taiwan called U bike, of which we are extremely proud.
Although U bike initially operated at a loss, Mr. Liu continued to invest in the project. Today, Taiwan has one of the best biking systems globally, with over 85 thousand vehicles and 500 million cumulative riders.
In terms of reducing our environmental footprint, the Giant Group officially announced our ESG policy, “Cycling for a Better Future,” during our 50th-anniversary celebration. This policy focuses on three aspects: Innovating a Clean Future, Transforming for Circularity, and Mobilizing for DEI. Through the execution of this policy, we aim to contribute to environmental sustainability and fulfill our corporate social responsibility and commitments.
We are also prioritizing the development of E-bikes, which are popular in Europe and offer easy mobility for elderly individuals. In the Netherlands, we have developed family bikes for mothers who still want to use bikes for transportation.
Q. How has the cycling community developed in the UAE in recent years, and what is the future outlook?
We have received an excellent response from customers in the UAE. When Giant first entered the country, we were uncertain about its success. However, we have gradually witnessed the emergence of new events and races, such as group rides organized by our team in the UAE and the opening of the new Giant store.
We are thrilled about this development. The entire region is experiencing the growth of a bike culture, and it is truly remarkable to witness.
The government has also taken initiatives, such as the Road to COP28 project, to promote a more sustainable way of living. Overall, these factors indicate a promising future, and we are proud to be part of this positive change.
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Hasibur Rahaman is a passionate sports journalist. He covers everything from cricket to field hockey, delivering up-to-the-minute updates and in-depth analysis of sporting events, both within India and on the international stage.
