BikeBiz Bicycle and cycling retail news
2025 marks the 26th year in the drivetrain manufacturing business for Microshift – something the Taiwanese brand is keen to celebrate, whilst looking firmly to the future.
Reflecting on the success of recent years, Microshift’s product releases – including the launch of gravel groupsets Sword and Sword Black – have made it clear to the brand that customers “want high-performance innovations at every price level”. For this reason, Microshift is investing more in its business, with a commitment to delivering innovative products at the pace of market demand.
Reflecting this emphasis on performance and accessibility, and the brand’s vision for the future, Microshift has undertaken a brand design.
The newly updated brand design includes a modernised Microshift logo and colourway. In sharing the news, we are told that “the bold, uppercase typography and energetic design symbolise innovation, performance, and a progressive mindset. The deeper green backdrop marks the evolution of our brand, while remaining rooted in the values that have established a strong community of riders.”
Beyond the rebranding, Microshift is excited to break ground on a new state-of-the-art manufacturing facility in Taichung, Taiwan.
This 100% energy self-sufficient factory is 23 thousand square meters, allowing Microshift to further invest in its people and technologies.
An advanced five-story storage system will further streamline the production of drivetrain components. From engineering and testing to manufacturing and logistics, each sector will be optimised to deliver better products to serve our customers.
In addition to driving innovation and performance, sustainability is also highlighted as a top focus for the business.
In 2022 and March 2025, Microshift was certified for ISO 14064 and ISO 14067. This points to the business having “established approved methodologies to measure our carbon footprint from our products to our operations.” The announcement continues, “From here, we are excited to further improve our products for our customers sustainably.”
The new visual identity and technological capabilities mark the beginning of Microshift’s new chapter for a business which “cannot wait to bring a new level of performance, innovation, and sustainability to more riders around the world.”
In the UK, Microshift is distributed by Ison Distribution.
