Welcome to our exclusive interview with Pei-Hua Huang, the innovative mind behind CVM, a brand that bridges functionality and aesthetic for urban commuting with its award-winning designs. In 2019, Pei-Hua successfully crowdfunded his first Red Dot Award-winning bike in Taiwan, the CVM, transforming a concept from paper into reality. This interview aims to provide valuable insights for bike designers and brand owners on how to work effectively with factories, using Pei-Hua's journey as an inspiration. 

For those of you who want to have a closer look at Pei-Hua’s design, please visit their website.

Introducing Pei-Hua Huang and CVM

ORA: Hi Pei-Hua, could you start by introducing yourself and sharing the background story of CVM?

Pei-Hua: Hello everyone, I'm Pei-Hua Huang, an industrial designer with over 15 years of experience. My work has spanned bicycles, medical equipment, 3C products, and outdoor furniture. Around 2017 or 2018, after working in the bicycle industry for about 5-6 years, I realized Taiwan's significant influence in the global bicycle supply chain. This inspired me to create CVM, to convey my design philosophy through a unique product. I love small-wheeled and belt-driven bikes, which are less common than chain-driven bikes. I wanted to merge these elements into a commercial product, leading to the birth of CVM.

ORA: It sounds like your extensive experience in various fields played a crucial role in shaping CVM. How did these experiences influence your design approach?

Pei-Hua: You’re right. My background in industrial design helped me understand the importance of functionality and aesthetics. Working on medical equipment taught me about precision and safety, while designing 3C products and outdoor furniture emphasized user experience and durability. All these elements came together in CVM's design.

ORA: I remember first meeting you at the Red Dot Salon back in 2018. Your presentation was very inspiring, especially your goal to convey your design philosophy to everyone. Could you share your experience working on your first Red Dot Award-winning bike?

Pei-Hua: Right right…I remember the panel we met back then. Well, my experience at SRAM, where I worked for nearly six years, taught me a lot about project management and the potential of Taiwanese manufacturers. Despite their strong manufacturing capabilities, they often lacked the deeper understanding of the standards behind specifications. When I started my brand, I deliberately chose not to use the materials I was familiar with, like carbon fiber and high-grade aluminum. Instead, I opted for 4130 chromoly steel, which was a completely new challenge for me. It was about using what I learned in a new way, designing with materials I hadn't used before.

Choosing Chromoly and Overcoming Challenges

ORA: That's quite a shift. Why did you choose chromoly as the material for your bikes?

Pei-Hua: Chromoly was a practical choice for a startup. Unlike carbon fiber or high-grade aluminum, chromoly allowed me to start with a manageable MOQ. For example, with chromoly, a batch could be as small as 30, 50, or 100 bikes, which was feasible with my resources. However, using chromoly presented its own set of challenges. The biggest was ensuring the bike's structural integrity and aesthetic harmony, which required thorough design and close collaboration with suppliers.

ORA: When you started working with chromoly, did you face any unexpected challenges?

Pei-Hua: Yes, definitely. Chromoly's strengths also posed challenges. Its flexibility meant we had to be precise with our designs to avoid structural issues. We relied heavily on computer simulations and prototypes to test the designs. The real test came during the manufacturing phase, where we had to ensure that our design could be executed perfectly by our suppliers.

Communication Hurdles and Setting Standards

ORA: What challenges did you face in prototyping and manufacturing?

Pei-Hua: One of the main challenges was obtaining critical information from suppliers. They often followed instructions without proactive communication. Setting clear standards and definitions for defects was crucial. The design had to be practically feasible for the manufacturers while maintaining its intended aesthetics and functionality.

ORA: I see. How did you overcome these communication issues or get the suppliers to “talk” to you about critical information? 

Pei-Hua: It’s not easy, to be honest. We are lucky to establish a really collaborative relationship with our suppliers. This meant being extremely clear about our expectations and working closely with them to troubleshoot issues. Regular meetings and updates were essential. We also made sure to involve them in the early stages of design to get their input and ensure feasibility.

Engaging with Customers Through Crowdfunding

ORA: We know you got your first batch of customers through crowdfunding. How did you engage with your customers during the campaign?

Pei-Hua: Crowdfunding requires transparent and regular communication. We updated our backers frequently about the project's progress and any delays, especially during COVID. This honesty built trust and understanding. Many of our backers were collectors or enthusiasts who appreciated the unique design and were willing to support our journey.

ORA: That makes sense but sounds difficult to do…especially when things go south.  Could you share some strategies you used to maintain transparency with your backers?

Pei-Hua: We used regular email updates, detailed blog posts, and social media to keep our backers informed. We also shared behind-the-scenes photos and videos, which helped our supporters feel involved in the process and understand our perspective and decision making process. When we faced delays, we explained the reasons and provided revised timelines. Still, backers will not be happy about the delay but at least some of them can understand it and voice out their support. 

The Transition to Electric-Assisted Bikes: CVM-E

ORA: Now, can you tell us about your new electric-assisted model, CVM-E? How did the idea come about, and what motivated you to enter the electric bicycle industry?

Pei-Hua: Actually the idea for an electric-assisted model was part of CVM's DNA from the start. We designed the original frame with the future in mind, ensuring it could seamlessly accommodate electric components. This approach allowed us to maintain the brand's design integrity and balance functionality with our unique design aesthetic.

ORA: How did you manage to integrate the electric components without compromising your original design philosophy?

Pei-Hua: It all came down to careful planning from the beginning. We anticipated the need for electric assistance and made sure our frame design was adaptable. This approach saved us time and resources when it came time to introduce the electric model. We ensured that the electric components were seamlessly integrated, preserving the bike's aesthetics and functionality.

Agnes and Pei-Hua talk about mitigating production issues and increasing yield rates.

Discussing Electric Bikes with ORA Engineering

Pei-Hua: I'm curious - what is ORA's perspective on investing in electric or electric-assisted titanium bikes?

ORA: It's crucial to understand consumer needs and conduct thorough market research. The challenges include sourcing materials and ensuring compliance with safety regulations. At the moment, ORA focuses on understanding what the market demands and preparing accordingly. While titanium has its limitations, especially with battery integration, we are always exploring ways to innovate and meet these needs.

Pei-Hua: That makes sense. Have you identified any specific limitations with titanium that might affect the development of electric-assisted bikes?

ORA: Yes, one key challenge is the size and placement of batteries within the frame. Titanium is strong but can be difficult to work with when integrating large battery packs. We need to balance structural integrity with the design requirements for electric bikes. We're actively researching solutions to these challenges to better support the market.

Future Plans for CVM

ORA: What's next for CVM?

Pei-Hua: We are expanding our reach with ongoing discussions for distribution in Japan, Korea, and Spain. Our goal is to continue innovating while maintaining our commitment to quality and unique design.

Key Takeaways for Bike Designers

• Collaboration with Suppliers: Effective communication and setting clear standards are crucial for a successful partnership.
• Material Choice: Consider practical aspects like MOQ and cost when selecting materials.
• Customer Engagement: Transparency and honesty can significantly enhance customer trust and satisfaction.
• Future-Proofing Design: Integrate potential future developments into your initial design to save time and resources.
• Market Research: Thoroughly understand your market and consumer needs before diving into new product segments.

If you like this story, please make sure to check out CVM’s website and their instagram. At ORA Engineering, we’d love to support innovative bike designers like Pei-Hua Huang. If you're a bike designer considering creating your first bike, we offer small MOQs to help you kick off your project. Contact us to learn how our manufacturing expertise can turn your vision into reality.