Text & Photo: Wheel Giant

As 2024 unfolds, Robert Wu, Chairman of the Taiwan Bicycle Association (TBA), addresses the challenges and opportunities facing the global bicycle industry. Despite geopolitical tensions, economic uncertainties, and shifting consumer behaviors, Wu highlights that bicycles have become symbols of green mobility, health, and sustainability. To capitalize on this transformation, the industry must embrace a broader, forward-thinking approach, focusing on product innovation, education, regulatory frameworks, infrastructure, and green mobility strategies.

Wu emphasizes the importance of the P-E-D-A-L-L-I-N-G strategy, which covers nine key areas: Products, Education, Declaration, Advocacy, Laws, Lifestyle, Infrastructure, Networking, and Green Mobility. High-quality products, cycling safety education, and policy advocacy are crucial to expanding market demand and fostering cycling culture. Investments in infrastructure and regulations are essential to creating safer, more accessible cycling environments.

In Taiwan, the bicycle industry faces challenges, with exports declining in 2024. Taiwan’s total bicycle exports dropped 36%, with e-bike exports falling by 47%. Despite these declines, Wu remains optimistic. He believes that collaboration across governments, companies, and consumers is key to building a comprehensive cycling ecosystem and securing Taiwan's leadership in the global market.

By uniting efforts and adopting the P-E-D-A-L-L-I-N-G strategy, Wu is confident that the bicycle industry can usher in a new era of growth and sustainability.

For the full report, please refer to the 2025 Bike & E-Bike Market Update, a special edition published by Wheel Giant at the 2025 Taipei Cycle Show. (Wheel Giant Booth Hall 1 No. J2003 )