Latest in Two-wheeler Innovation Exhibited at Motorcycle Taiwan

The 2010 Taiwan International Motorcycle Industry Show (Motorcycle Taiwan) was held on Apr. 15-18 at the Taipei World Trade Center (TWTC) Exhibition Hall 1, coinciding with the timing of the Taipei AMPA (Taipei International Auto Parts & Accessories Show) and 2010 AutoTronics Taipei (Taipei International Automobile Electronics Show) at the TWTC Nangang Exhibition Hall, both on Apr. 12-15.

The organizer of the shows, the Taiwan External Trade Development Council (TAITRA), claims that this was the only such vertically integrated trade event in the world, displaying whole bikes alongside a full spectrum of parts and components.

This year, Motorcycle Taiwan hosted 195 leading exhibitors from Taiwan and elsewhere, occupying about 450 booths and attracting an estimated 17,000 overseas buyers, motorcycle-related local companies, and enthusiastic domestic visitors. Many of the exhibits reflected decades of R&D by Taiwan's motorcycle (including parts and accessories) manufacturers, who have evolved into a mature self-sufficient industry that has won global acclaim for its innovation, product quality, and brand image.

Entire Motorcycle Industry Under One Roof

The 2010 Motorcycle Taiwan showcased Taiwan's advantages in the motorcycle industry by presenting the entire supply chain. It featured two-wheelers of all types (motorcycles, motor scooters, all-terrain vehicles (ATVs), electric bicycles and e-scooters, and other two- or multi-wheel vehicles), parts and components, riding accessories, and equipment for manufacturing, testing, and maintenance.

Many major players in the local powersports industry participated in the show, including TGB, Nan Hoang, Accel, Yih Jing, King Tony Tools, Acewell, DNM, Johnwayne, Union Material, Yet Chang Mobile Goods, Tai Yeang Accessories, K Star, Exustar, Rainbow Trust, Unillimotor, Chian-Yie, HaiHao Technology, APO Tool, Fu Bu Auto Parts, Super Nova, Aeon Motor, GreenTrans, and Lihyann Industrial.

Exhibitors also included companies from the United States, Germany, Italy, Spain, Russia, Hong Kong, and Malaysia. A group of 13 companies led by the Center of Strait Economy and Science-Tech Corp. from mainland China took part in the exhibition for the first time, occupying 14 booths and displaying products such as brake disc assemblies, pistons, grips, chains, clutches, motorcycle locks, carburetors and parts, fuel tanks and caps, gaskets/packing, air filters, and starter switches.

Eco-Friendly Trends

The rising demand for eco-friendly products has made electric models a top priority for many major two-wheeler manufacturers.

Taiwan's government has been actively supporting the development of the local e-scooter industry with the aim of reducing pollution, conserving energy, and helping spur progress in this highly promising industry. In addition to technological assistance, the government also offers financial incentives for both manufacturers of electric vehicles and consumers who purchase them.

As the island is already a mature market for internal combustion engine (ICE) scooters, about 400,000 to 600,000 units of which have been sold annually over the past several years, the government chose the e-scooter or light electric vehicle (LEV) industry as one of the targeted "Green" sectors slated for priority development. Another determining factor in this policy support was Taiwan's long-held position as a world-leading information and communication technology (ICT) producer with an abundance of talented professionals who are capable of integrating electronics, battery, and electrical-machinery technologies into vehicle design.

E-scooters, as a result, were the key focus of 2010 Motorcycle Taiwan. Among the related companies at the show were Super Nova R&D, Kentfa Advanced Technology, Asia Pacific Fuel Cell, and Dijiya Technology. A special "E-Bikes and Customized Bikes Area" showcased Taiwan's skills in customization, and its development of the latest electric bikes.

Insiders' Views Into the Post-meltdown Period

A Motorcycle Industry Forum, with the theme of "The Status of the Global Motorcycle Sector and Opportunities for Taiwan Makers in the Post-Meltdown Era," was held in conjunction with 2010 Motorcycle Taiwan. The forum was co-organized by TAITRA and the Taiwan-based China Economic News Service (CENS), a leading media producer offering print and online information on the automotive, motorcycle, machinery, and other industries.

Guest speakers at forum included Patrick Koppa, Director of Genuine Motor Accessories at Harley-Davidson; Dora Fang, founder Motorsports Maven of the U.S.; and Berra Giovanni, senior purchasing executive for the renowned motorcycle maker Ducati Motors. The three speakers gave presentations on the "Motorcycle Industry in the U.S., and Opportunities for Taiwan", "Motorcycle Marketing Strategies and Strategies in the U.S. Motorcycle Market", and "Competitiveness of Made-in-Taiwan Products and Opportunities for Cooperation Between Taiwanese Companies and Italy's Motorcycle Industry."

The forum concluded with a panel discussion hosted by moderator George Lin, president of local scooter and ATV maker Taiwan Golden Bee (TGB), on strategies in the global motorcycle market. The discussion gave local companies a better insight into the strengths and weaknesses of the industry in Europe, America, and Japan, and provided tips on how to succeed in the global market through strategic alliances.

Special Events

TAITRA planned a series of events to make the show more attractive and enrich its content: a New Product Announcement, 50 Years of Taiwan Motorcycle Industry Exhibition, Test Rides & Extreme Performance, and Motorcycle Taiwan Beauty Contest.

R&D efforts by Taiwanese motorcycle assemblers as well as parts and component makers have resulted in high quality, internationally certified products. The island's R&D capabilities are reflected in new products, including the GreenTrans E-Scooter of China Motor Corp., the wiper helmet from HaiHao Tech., high-performance filters from Jieh Jia Enterprise, variable gears motors (including DC/AC motors) from Enco Technology, the Box 125cc/110cc scooter from Aeon Motor, and the Zebra, a foldable E-bike from Melody Technology.

For the first time this year, Motorcycle Taiwan presented the island's motorcycle industry development of the past 50 years, with displays of products representative of each stage of development, from the SYM Wolf 125 and other stars of the nostalgic 70's to today's folding electric concept bikes. The exhibition also showed a rare antique Harley-Davidson, a treat for bike fans everywhere.

Visitors experienced the latest models first-hand in the test-ride area. The latest offerings from top e-scooter makers SYM, Kentfa Advanced Technology, Melody Technology, Kijiya Technology, and GreenTrans were available to try out. Aeon Motor, too, allowed visitors to take its latest scooter for a spin. In addition, professional cyclists showed off their skills with motorcycle stair-climbing, jumping, and other dazzling stunt displays.

Taiwan has not suffered heavily from the economic downturn, but has simply refocused its sights from the traditional markets of Europe, the U.S., and Japan to new markets and opportunities. To facilitate this change, TAITRA asked all of its offices throughout the world to help local companies seize post-meltdown opportunities and invited buyers from all over the world to source in Taiwan via specially arranged procurement meetings. This effort has helped buyers realize that Taiwan brings to the trade half a century of dedication in making and designing motorcycles and parts, and that its output covers the entire product line from start to finish.

According to the show's organizer, representatives of 52 major foreign companies visited the show this year, including Hermann Hartie KG, one of Germany's largest wholesalers of parts, tools, and repair equipment for two-wheeled vehicles; RMC Motor Uzlethalozat, one of Hungary's major motorcycle chains; India's largest electric motorcycle manufacturer, BSA Motors; Italy's Ufo Plast SRL; Detlev Louis Motorradvertriebs GmbH from Germany; and the American company Tucker Rocky Distributing Inc.

As industry experts are wont to emphasize, "No place else is positioned like Taiwan to develop the motorcycle line. Taiwan has all the right conditions to develop this segment, including a well-established central-satellite plant system, good R&D capability, and a mature industrial infrastructure."

This year, once again, the Motorcycle Taiwan delivered a clear message that the island's manufacturers are highly competitive and they can make the most of Taiwan's vaunted small-volume, large-variety business model. (May 2010)