Tern Bicycle unfolds

TAIPEI, Taiwan - Tern Bicycle debuted on June 18 in Taipei, where over twenty journalists from four continents met the new company's top management and were invited to test ride a lineup of folding bicycles that will ship this fall. The bicycles were introduced to a crowd of over 200 attendees with a stirring event that included a fashion show.

Heading the new company is Florence Shen, general manager, Joshua Hon, vice-president, and the team of professionals from Dahon Global who have been responsible for handling global product development, assembly, sales, marketing, and distribution.

“Building Dahon was a great ride, but that is in the past,” said Hon, in his opening remarks. “What we want to talk about today is the future.”

Hon said Tern is an entirely independent company as well as a new bicycle brand. Twenty-two new designs were on display at the press event, held on the grounds of the former Hsihlin Paper Factory, now undergoing restoration for public art events.

“We took the hard path,” said Hon. “We've transformed ourselves. What you are seeing today is the result of what 65 passionate people can do in eight months.”

The Tern team includes all of the people formerly with Dahon Global as well as key members from Dahon China. Joakim Uimonen, for example, is a Senior Product Design Manager, who leads product design of the new Tern bikes. He joined Dahon in 2007.

Until this weekend, the launch of Tern had been a tightly guarded secret. This was a remarkable feat of corporate communications considering that the not yet launched Tern had whisked its 'existing distributors' off to an East Coast resort last March for a private showing of the new designs after the conclusion of the Taipei Bicycle Show.

“Virtually all Dahon distributors are moving with us to the new brand,” said Hon.
Differences of opinion on strategic direction between Dahon Global and Dahon China were the impetus for the Tern brand according to top management.

“You could compare it to Adidas and Puma,” said one. “Two brothers started out together in the shoe business, but they eventually went off and started their own brands.”