Momentum – GIANT’s newest brand – is set to conquer the urban lifestyle bike segment. That’s reason enough for DOWNTOWN to visit the world’s largest bicycle manufacturer and gain a whole new perspective on mobility. So, off to Taiwan!
The hottest bike parts, the latest trends, nerdy stuff and bling – where do the things we spend our hard-earned cash on come from? Certainly not from the Far East – they only make cheap stuff and bad copies, right? This attitude is still ingrained in many European and North American minds… and it’s completely incorrect. While it’s true that China and other Asian countries have plenty of production facilities for mass-produced electronic junk, dodgy knock-offs and pointless rubbish, there is also the exact opposite: A highly professional high-tech industry from which the Western world could learn a lot. Just like Manne and Max did.
Taichung is the epicentre of the bicycle industry. And a metropolis of 2.8 million people on the west coast of Taiwan. It is also home to the headquarters of GIANT, the world’s largest bicycle manufacturer. So when GIANT invited us to visit, we didn’t think twice. Who wouldn’t want to explore the other side of the world? Naturally, we wanted to get to know the latest bikes from GIANT’s newest brand Momentum and discover the role bikes play in the everyday lives of the Taiwanese. We were lucky enough to be taken on a day trip around Taichung by Ms JJ Lu, Global Marketing Specialist, and her colleague Jorge Lo, Senior Product Marketing Specialist (both from the GIANT Group). Of course, we were riding the latest Momentum bike, the Compakt E+, which we, as DOWNTOWN magazine, had the privilege of riding on the very clean Taiwanese tarmac before its official world premiere.
Never heard of Momentum? – That’s about to change
The GIANT brand is familiar to virtually everyone who has anything to do with bikes. The world’s largest bicycle manufacturer offer models for every category – from classic city bikes and sports bikes of all kinds to high-end bikes for road and off-road use, both motorised and analogue. However, not many people know that GIANT also sell bikes under other brand names. Liv, for example, is a brand aimed specifically at women, focusing on the needs of female riders in terms of geometry and ergonomics. And now there’s Momentum. The GIANT Group’s newest brand is designed to represent the perfect symbiosis of urban mobility and modern lifestyle. Launched in spring 2024, Momentum currently offer three ebike models: a lightweight, minimalist city bike called the Voya E+, the PakYak E+ cargo bike that we tested as part of our Paris production, and the Compakt E+ that we had the pleasure of exploring the streets of Taichung City on.
Urban mobility in Taiwan – Fewer bikes than you would expect
Taiwan is the hub of the bicycle industry. So it’s not surprising to see a lot of bikes on the streets. However, the vast majority of them are road bikes. In other words, pure sports equipment, and that’s exactly how the locals see them. Certainly not as a modern means of transport. Despite a bike-sharing service from GIANT, the Taiwanese prefer cars and scooters – usually not electrically powered, unfortunately. However, there has been a noticeable change in mindset, especially among the younger generation. As in many places around the world, issues such as sustainability, environmental protection, maximising green spaces in the city and eco-friendly mobility are becoming increasingly important to the young. But compared to European cycling capitals such as Paris, Copenhagen or Amsterdam, the otherwise modern and innovative island state still lags far behind. On an unforgettable bike tour through Taichung, however, we experienced for ourselves that this doesn’t have to be the case.
But we also noticed a few things that might hinder the switch to cycling. Compared to other cities of its size, Taichung City does not have a significant problem with heavy traffic and congestion. It also has a very well-functioning public transport system that is widely used by the population. Punctual, comfortable and clean – these are attributes that rarely apply to public transport in most other countries. But what complements public transport better than bicycles? Nothing, but the Taiwanese don’t seem to have widely adopted them as yet. Cycling is still a niche mode of transport, and the lifestyle factor of modern city bikes does not seem to have penetrated people’s consciousness. Without early adopters, there are no imitators. The world needs pioneers, even in otherwise super-modern Taiwan. And why aren’t the excellent bike sharing services being used? Again, we can only speculate. Perhaps the Taiwanese prefer to own their bikes rather than share them?
Our bike tour through Taichung City – Riding through organised chaos
DOWNTOWN magazine stands for urban mobility and modern lifestyle. So what could be more fitting than a bike tour through bustling Taichung City while we’re there? And with GIANT, we have the perfect host and tour guide at our side. Not to mention the ideal bikes. The Momentum Compakt E+ seems to be made for tight city centres. It impresses with its compact dimensions and high load capacity, thanks to the MIK-compatible carrier options that can carry up to 42 kg. The Enviolo infinitely variable gear hub shifts the 5 gears. It is incredibly comfortable and we were able to enjoy it to the fullest on our Taichung city ride. Although the traffic seems chaotic at first, there is always a sense of consideration and fairness, especially towards cyclists.
Almost all European cities have a historic centre with a medieval flair. Taiwan is very different, though. In Taichung City, traces of the past are few and far between, but there is a lot of construction going on – it feels like new skyscrapers are going up everywhere. Thanks to Ms JJ Lu and her colleague Jorge Lo as our guides on a sunny Sunday afternoon, we managed easily without Google Maps. On wide, multi-lane roads – cycle paths are still a rarity in Taiwan – we roll past the GIANT headquarters and the Cycling Culture Museum, also owned by the bike giant. But it’s not just the bicycle industry that has discovered Taiwan, as we find out as we pass a factory belonging to chip giant TMSC, who manufacture chips for Apple smartphones, among other things.
Momentum – GIANT’s European vision
“Go your way” is the claim of GIANT’s new brand, Momentum. Under this brand, the bike giant intend to launch a range of lifestyle-inspired yet practical ebikes on the European market. A team of designers based in Europe will ensure that both technical specifications and European design tastes are met. This way, GIANT aim to help make the bike the everyday vehicle of choice for people who not only want to look after themselves but also the environment.
Conclusion on our bike trip through Taichung City
Our trip to Taiwan was already very special, but riding the new Momentum urban ebike around its second largest city was an additional highlight. We were able to get up close and personal with the people, the city and its unique flair, gaining an impression of Taiwan that most people never experience. The people are extremely polite and courteous, yet highly professional in their work, and their pride in their country is tangible everywhere. We would love to visit again!
For more information on the Momentum Compakt E+, visit the Momentum Biking website.
Words: Manne Schmit, Patrick Gruber Photos: Manne Schmitt
