On October 27st, Giant Bicycles It has turned 50, with celebrations at its Taiwan headquarters preceding those in EuropeIn Italy, embracing the green line dictated by the parent company, the anniversary was celebrated with a cleanup activity along the Olona cycle pathAll the employees of the new Nerviano office were involved, collecting the unimaginable and then ending the day with a barbecue.
The opportunity was equally tempting to intercept Claudio Cannizzaro, Sales & Marketing Manager of Giant ItaliaThe idea is to take stock of the first 50 years and look towards the next.
Fifty years worn well?
If you look at what Giant is today, fifty years might seem like a short time. We experience them as a starting point and not as an arrival point, the parent company proceeds in this direction and we will certainly do our part in the Italian market. Giant is among the largest bicycle manufacturers in the world and, while continuing to focus on this aspect, one goal for the next few years is to work more intensely and qualitatively on the retail aspect.
Why clean the cycle path?
There is great attention to respect for the environment, from bicycle packaging to a series of systems introduced in factories. It's all geared towards a more sustainable future and this is a priority at the moment.When we present the 2022 financial statements and the plan for the next 3-5 years, it will be clear that our green commitment is important.
Despite its 50 years, the company still feels very dynamic.
This is true. Every model that is re-proposed in the new version always has some new features.It's clear that in the last two or three years everything has been much more complicated, we've had to adapt to the situation, while continuing to look closely to the future and to changes. We didn't sit back and enjoy being the world's largest producer. and to make bicycles for other important brands, but we look a lot to tomorrow.
What is the relationship between Taiwan and Italy?
In the pre-Covid period, a situation that had an impact on various production sectors at an international level, meetings and discussions were more frequentOver the last two years, everything has been more complicated, but fortunately we're getting back to normal. At this time our country has grown and is continuing to do so., all this leads to a greater interest in our market.
In what form?
We do it frequently video conferences related to the product, which is divided into three levels: accessories, pedal-assisted bicycles and muscle-powered bicyclesThey are three independent departments and on these occasions we make our requests or give feedback, sharing opinions and experiences with other global branches the result is certainly interesting for everyone
We saw you with a super stand at the Italian Bike Festival.
La IBF presence It was also important to bring attention to Giant's fiftieth anniversary. In the 1.000 square meters of stand we exhibited a very limited number of new bicycles, a deliberate choice to give adequate space to the models that have made Giant's history. The space was designed to leave Freedom of movement for our guests with activities related to the green and with corners where they can sit and relax, the concept of so many bikes on display this year in my opinion was not the right team.
What kind of feedback have you had?
Good. The consumer probably had no idea what this company really was, on that occasion he was able to discover, for example, that the first carbon bicycle model was made by Giant. I also really liked the feedback from the shopkeepers, who have further strengthened their bond with the brand or who have taken the opportunity to get closer to us, realizing the reality of a company like ours. A solid company, with a history that is, although relatively short, very significant and constantly evolving.
How long will it take for life to return to pre-Covid normality?
It's very difficult to answer. My feeling, so nothing official, is that things are a bit... recovering the production and supply time of the various products we need to assemble the bicyclesI feel like saying that for the 2024 models, so let's say next fall, we will certainly have filled some of the delay.
Will the bike boom continue for a long time?
Nowadays everyone has a bicycle, bought when the only possible activities were running and cycling, also thanks to government incentivesIf a small part of these new users become passionate about cycling, I would say that in the next few years the numbers will certainly be positive, but It is not possible to imagine that this super bubble will continueTo meet every need in terms of use and spending capacity, Giant Italia will have over 200 models in its catalog in 2024.
What will your direction be instead?
As Giant Italia, we have very interesting development plans. With an increasingly rich catalogue our aim is to cover the territory more in terms of product and investing heavily in the quality of retailers.
