GIVI Asia 25th Anniversary-Interview

On. Many years ago when we started importing Italian products, we were subjected to a 30% import duty (even now is 25%) so it made good economic sense to manufacture these products here and avoid the duties. Malaysia is part of Asia (10 countries with a total population of 650millions) so now we can also export to these Countries duty free. That is why and when I proposed to do the manufacturing here. Why did Italy agree? You need to ask that question to Joseph or Mr. Visenzi.

Joseph. Choosing Malaysia was not a casual decision, we considered different Countries such as Indonesia, Thailand and of course Singapore, but Malaysia was the obvious and correct decision. 25 years ago Malaysia was not only clearly expanding, but its progress was socially correct, as every level of this multiethnic society was gaining in both financial and living conditions, through a planned and well managed growth. Adding to this, the local government was giving reassurance to foreign investors, and allowed us to become part of this society. Finally, a progressive law system protected our investments and reassured us on the protection of our copyrights and patents.

On. When we started, we first imported from Italy for about 2 years and, after agreeing to do the manufacturing here, we rented a shop lot and I remember myself and my sales manager (who still works for us) used to assemble and deliver top cases ourselves. Back then we had an outside vendor doing the injection molding for us. I remember we would deliver any quantities, even a single box if necessary. Monthly sales were maybe 50 pcs but today Givi Asia produces 25,000 pcs per month with a workforce of 220 people.

Joseph. Simple and short answer: Perseverance, Vision, Passion and a lot of hard work and commitment!

Joseph. Too many episodes to remember and luckily the great majority are positive.

On. We had a good working relationship throughout these 25 years and the trust and respect for each other is strong.

Joseph. Without any doubt we are strongly positioned in the forefront of our industry, and this is testified by the number of awards that we have achieved during the years, from local authority, independent organizations and media outlets.

Our Market position is strongly established with over 600 dealers in the sole territory of Malaysia and to this we add vital relationships with the industry, as we cooperate with a number of OEM manufacturers in the motorcycle segment.

Joseph. As our name say, we concentrate in the development and supply of the South East and Asian markets, in strong partnership with the other two manufacturing facilities owned by the GIVI Group in this continent. The first one is GIVI INDONESIA based in Jakarta and, as Indonesia is quickly becoming one of the largest producers of small displacement motorcycles, naturally our local company is specialized in the manufacturing of racks and mounting systems for the Asian Market. The second one is GIVI Vietnam which, for the characteristics and skills available in the Country, has become in the last few years, GIVI’s production hub for all the fabric and textile-based products, such as soft luggage, clothing and waterproof gear. Finally, our Logistic Office in China provides further support, helping us to source and supply the raw materials and sometimes other components. They also manage the local market.

Joseph. We have been lucky, as over the years we managed to create a strong bond with the local press, and of course we organized a number of activities every year in order to maintain such an important cooperation: from motorcycle rides, to product testing and sponsorships, and of course every year we elect a member of the press to participate to our Givi Explorer… and who doesn’t want to be part of that??!!

Joseph. The art of marketing is indeed the sum of understanding and learning! Indeed in order to succeed locally we need to combine our technology, design and quality standard with the understanding of the local use, culture, weather conditions and often road conditions, so our main task is always to try to introduce products that are international (as GIVI is present in every continent of the world) but keeping in mind the local market, which often requires particular attention to size, weight and of course price bracket. Our head office and R&D department in Italy and the local R&D are working in synch and share the knowledge acquired and constantly verify the needs of the different markets.

On. Malaysian motorcyclists as well as those in Asia (all have similar mopeds) generally prefer products that are practical and affordable. They also like Italian brands. Please note that these riders use motorcycles as an important mean of transport and not so much for leisure.

On. Over the last few years, GIVI Asia has been given the green light to look into products (from the conceptual stage to design and production) for moped use. We managed to design our current best-selling case, the B32 Advance Bold. For the immediate future, our top three priorities are: 1. Helmet, 2. Box and 3. Rainwear.

Joseph. Speed!! Speed!!! Speed!! Perhaps this is the synthesis of our future challenges, it is at time difficult to express correctly how fast this markets, moods, and needs are changing in what only a few years ago we used to consider as developing markets.

China, Malaysia, Philippines, Vietnam are some of the examples: 10 years ago, some of these Countries were on the brink of becoming fully grown economies, and today they are at the forefront and moving at a speed which sometimes is scary.

The availability of information, the magic of Google, can often make life easier: read, learn, absorb and make it your own… but also create expectations and trend that can change very quickly. Our goal remains to stay in the front, to understand and forecast potential future needs. We say “Today’s success is yesterday’s vision” but this is becoming more and more a time frame issue.

No time for resting in achievements, no time to reap the results, you must, and you need to always move forward! If anything, this crazy pace is keeping me young!!!!