Merida prides itself on combining the best of Western development know-how with Asian efficiency and quality production. It is the second largest bicycle producer in Taiwan and believes in developing concepts and designs that are closely allied to market demands and needs. Mainly known for mass-market bikes, Merida has moved into the high-end market with designs like Ninety-Six. It stresses that its products are made by bikers for bikers and the company sponsors the famous Multivan Merida Biking team to raise brand awareness.