According to Bicycle Today Magazine, Giant Manufacturing – ostensibly the world’s largest bicycle manufacturer – has established a new brand architecture. Giant Group hopes to consolidate resources, optimize corporate growth, and develop both OE and consumer brands while placing an emphasis on the brand portfolio. The group is to serve as parent company to various business units and to the four product brands: Giant, Liv, Momentum and Cadex. The newest of these brands, Cadex, was founded last year to provide premium bicycle components. Liv is specifically for women’s bikes and Momentum for urban and commuter bikes. The oldest brand, Giant, dates back to the company’s founding in 1972. The new structure is two years in the making and has produced a new and already operative B2B website. The objective now is to develop a worldwide, group-level brand apart from the product brands. The group says its new motto, “Raise The Bar: Advancing the entire cycling world,” aligns with its metaphysical goal of promoting a new kind of cycling culture throughout the world. Giant Group has 14 sales companies worldwide. It will continue to support the Cycling Lifestyle Foundation, YouBike (the public bike-sharing system) and the Giant Travel Agency.