Size matters
With a name like Giant, it would be easy to assume that the Taiwanese bike brand always planned to be a global behemoth from the day it was founded. But actually it started life in original equipment manufacturing (OEM), making parts for other companies.
The company began in 1972 but it wasn’t until 1977 that the Giant Manufacturing Company’s chief executive, Tony Lo, secured the golden ticket of contracts that was to be the launch pad for future growth. The contract was to produce bikes for Schwinn, a US bike brand that dominated its market at the time with its 10-speed steel machines.
The Schwinn deal followed five fairly barren years since King Liu and a group of his associates founded Giant, but it wasn’t blind luck. Having learned Japanese while Taiwan was under Japanese rule, Liu spent time in Japan studying what was then the premier bike-building economy. The working practices he observed and subsequently replicated at Giant were key to securing the Schwinn contract, but in many ways it was when that partnership came to an end in 1987 that the Giant brand really took off.
When Schwinn chose to switch supplier in search of cheaper production costs, its orders accounted for 75% of Giant’s business. That prompted Giant to switch its focus to producing bikes under its own name. Fortunately it had been nurturing this side of the business since 1981, thanks in part to the resources the Schwinn relationship had allowed Giant to develop.
‘It was definitely a make-or-break moment for us
