Giant: The Global Rise of a Bicycle Empire

After surviving a devastating typhoon and the "Great Betrayal" by its primary client, Schwinn, founder King Liu transformed Giant from a struggling OEM into a global brand by prioritizing quality and launching the "Giant" label in 1986. Giant achieved industry dominance through pioneering mass-produced carbon fiber frames and introducing the revolutionary Total Compact Road (TCR) geometry, which challenged long-standing physics laws and forced top European manufacturers to adopt their designs. To combat industry decline, the company spearheaded the A-Team alliance with rival Merida to shift Taiwan’s manufacturing toward high-value, high-tech products, ultimately securing its position as a global bicycle empire that controls its own destiny.