What does the future hold for Italian bike brands?

It seems that whenever mainstream media talks about road bikes, Italian brands feature frequently as the ultimate representation of our aspirations while, in contrast, those from Taiwan are suggested as affordable stepping stones to something better. But despite powerful brand narratives, virtually all famous Italian brands have pivoted to Taiwan (or further afield in Asia) for manufacturing purposes.

So here’s the question: can the premium coverage (and often premium prices) that Italian brands command over their Taiwanese counterparts be justified?

In Cycling iQ’s latest article for Cycling Tips, we take a closer look at the pillars on which the Italian brands’ narratives have been built, explore the rise of Taiwanese brands and talk to industry leaders on either side of the divide to see if there’s a clear answer.

To the article

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