Microshift invests in new Taichung factory & revamps brand design
Microshift has revealed a milestone investment move, breaking new ground on a new state-of-the-art manufacturing facility in Taichung, Taiwan and refreshing its brand design – signifying its commitment to “delivering innovative products at the pace of market demand”.
Microshift, available to the UK trade exclusively via Ison Distribution, has been manufacturing drivetrains for 26 years. The brand said the investment has come as it has proved that customers want high performance innovations at every price level.
The newly updated brand design includes a modernised Microshift logo and colourway. The bold, uppercase typography and energetic design symbolise innovation, performance and a progressive mindset, said the brand: “The deeper green backdrop marks the evolution of our brand, while remaining rooted in the values that have established a strong community of riders.”
Work on Microshift’s brand new state-of-the-art manufacturing facility (pictured top) is now underway. This 100% energy self-sufficient factory is 23,000 square meters, allowing Microshift to further invest in its people and technologies. An advanced five-story storage system further streamlines the production of drivetrain components. From engineering and testing to manufacturing and logistics, each sector will be optimised to deliver better products to serve its customers.
In addition to driving innovation and performance, sustainability is also a top focus for the team. In 2022 and March 2025, Microshift was certified for ISO 14064 and ISO 14067. This means it has established approved methodologies to measure its carbon footprint from its products to its operations: “From here, we are excited to further improve our products for our customers in a sustainable fashion.
“The new visual identity and technological capabilities mark the beginning of Microshift’s new chapter. We cannot wait to bring a new level of performance, innovation, and sustainability to more riders around the world.”
Alongside the developments, Ison is continuing to invest more into Microshift stock, and soon, will be introducing a new back-office computer system to further enhance its operational speed and efficiency for its UK dealers.
