Manufacturer sets sights on BMX, aftermarket components and electric bikes

Giant eyes up new market prospects with 2010 lines

With no fewer than 130 bikes in its 2010 line-up, Giant is still “exploring new market opportunities”, as put by UK MD Ian Beasant.

Showcased to customers during September at the Belfry in Birmingham, Giant has debuted a line of aftermarket components, three BMX bikes and is further flexing its muscle in the electric bike territory with a dedicated factory and the development of its Hybrid Cycling Technology.

The firm’s e-bikes come equipped with a RideControl deck on which sports, economy or normal power assisted modes can be selected. Start pedalling and a hidden sensor registers the amount of force the cyclist is applying. Data is then sent to the I2 driver unit, which transmits a demand to the EnergyPak power source – a Lithium Ion battery capable of assisting the bike over 70 miles.

Aftermarket components were debuted too, with seminars to explain what sets Giant’s offerings apart from competitors. The key selling point was the multiple offerings per product, with a solution for almost every niche and often in a variety of sizes. These allow dealers to tailor the component to the customer’s size and preference – as with the Contact SLR handlebar, which is available in four sizes, based on different shoulder widths and drops.

Following extensive testing by sponsored riders such as dirt professional Corey Bohan, three BMX bikes also join the extensive UK-specific catalogue for 2010.
Beasant said: “82 per cent of our business came from the show – it was an great response. The trade is maturing; the focus for all is on technology, quality and partnership. Talks are no longer just about price, but about how we can work together.”

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