In 2008 Giant formed Liv, a cycling brand dedicated on women riders and making bikes that are created with the female body in mind. “While many competitors either outsource their manufacturing or source raw materials before manufacturing, Giant owns the entire process from the creation of the actual raw build material, whether that be metal alloy or carbon composite material.” “What makes Giant different from our competitors is that from ideation, to raw material, to finished bicycle, Giant controls the entire process in-house,” Barnett said. Giant’s technology wins are worth noting, but they aren’t the only thing that separate it from other brands, Giant’s Global Marketing and Communications Manager, Doug Barnett, said. And in 1997, Giant debuted a road bike with “compact geometry.” The bike’s sloping top tube and smaller rear triangle are now used across the industry. First, in 1987, with the high-volume production of its CADEX carbon-framed bike, Giant was the first big bicycle company to mass-produce a carbon road bike.

Since then, Giant has popularized at least two significant technological advances that have become the industry standard. Aluminum frame and fork, 8–speed drivetrain.

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