2_4_DiscoverBenelux_13_Januar_2014_MADS_Scan Magazine 1 17/12/2014 15:23 Page 45
Discover Benelux | Special Theme | Cycling
At the "state of the art" factory in Taiwan, bicycles are produced to the highest standards.
With development as their key principle, it is the German R&D team of 20 designers and product managers who are responsible for the brand’s new offerings to the cycling market. With mountain bikes as their core products, their forays into road bikes, sports ebikes, cyclocross bikes and children’s bikes have proved worthy expansions, aided and abetted by the team’s world-class mountain bike team, the Multivan Merida Biking Team. Producing mountain bikes with both the 27.5 and 29 inch wheel size they have every variable on offer to suit any type of off-road rider. With road racing’s rapid growth, Merida’s choice to sign up as the title sponsor of the Italian World Tour team Lampre-Merida was a wise one. Since 2013 the brand has benefitted greatly from access to the peloton, the elite group of cyclists who take on the world’s grand tours. “We’ve spent time in wind tunnels, looking at positions and dimensions to determine the influence of the body and the bike on its speed,” he explains. With their presence on the roads cemented and their prominence in this discipline apparent, Koperdraad is excited about the team’s set-up for 2015 on Merida’s highest-specification bike, the full carbon Reacto, whose aerodynamic gains are a feat of the German R&D know-how, weeks of rigorous testing by the team and the Taiwanese manufactory’s expertise. All these advancements trickle down immediately, meaning that amateur riders benefit equally from the brand’s serious
skills. After the Reacto, there’s the Scultura (available in carbon or alloy), ideal for serious riders and optimally designed for comfort on those longer (120 kilometres or more) rides with the perfect balance of lightness and stiffness. Alternatively, for road riders who are after added comfort, there is the Ride series, with its slightly more upright positioning that would have you believing that the yellow jersey is within your grasp.
their Taiwanese office, Merida offers bikes that have not only been designed to suit any rider – but any budget too. Not stopping there, they also want to share their expertise and passion for all things two-wheeled through their Benelux-based test centre. www.merida.nl www.merida.com
Inspired to start cycling but unsure of where to begin? With thousands of bikes to choose from, it can be quite overwhelming, agrees Koperdraad. Just 85 kilometres from Amsterdam, the Merida Benelux Experience Centre can be found in the Netherlands’s largest forest, the Veluwe – meaning that door-to-trail ridMerida's 29-er, carbon frame, Fox suspension and the new Shimano XTR groupset 2x 11, now available
ing is done with ease. The Experience Centre, the first of its kind
With the introduction of their female-specific road and mountain bike range, Merida have tapped into an often overlooked market. Steering clear of typically ‘girly’ colour schemes, the Merida bikes have sacrificed neither design nor performance, making them basically a unisex equivalent with a marginally smaller frame. The lower bottom bracket, shorter handlebar stem and softer front suspension combine to create mountain bikes that are far more suited to women.
within cycling, can be compared to test-dri-
Combining the R&D skills of their German office with the production know-how of
ving a car: “You’d never consider not testdriving a car, but that’s what’s expected with bikes – until we opened the Experience Centre that is. Chat to your local dealer first, they'll set up an appointment here for you. Once you arrive your desired bike will be ready with GPS and route navigation on your handlebars, leaving you free to ride for a couple of hours. Once you return, you can shower, relax in the café and discuss bikes with us.” Webshop (Benelux only): Contact: email@example.com
Issue 13 | January 2015 | 45
Promoting Belgium, The Netherlands and Luxembourg.