At the recent Taipei 360 Mobility Show, the global automotive industry gathered to witness the latest in transportation technology. Representing the dual brands of ANCHOR and BUCKLE, Max Chang, Senior Manager at ANCHOR Brake System highlighted how the company is bridging the gap between high-end performance and youthful accessibility while expanding its manufacturing footprint across Asia and beyond.
Versatility in Manufacturing
ANCHOR has established itself as a versatile powerhouse in the braking industry, catering to both the stable OEM sector and the rapidly expanding aftermarket. Their capability spans the entire vehicular spectrum, ensuring that whether a client is operating a passenger car or a heavy-duty bus, safety is never compromised.
“We are a professional manufacturer in brake systems, providing not only OEM products but also aftermarket solutions. We can manufacture brake systems for any kind of vehicle, be it trucks, buses, or passenger cars, tailoring our systems specifically to our customers’ requirements. Simply speaking, we can produce any kind of brake system a vehicle requires,” he said.
Strategic Global Expansion
While the company’s roots are firmly planted in Taiwan and China, Chang’s vision is global. The strategy for expansion is not one-size-fits-all; instead, it involves deep-diving into the specific preferences of local markets. As the global market “booms,” ANCHOR is seeking distributors who can provide the local expertise necessary to introduce the right products to the right regions.
“Our manufacturing bases in Taiwan and China make the Asian market our primary foundation. However, we are expanding globally by understanding the specific inquiries of each country. In India, for example, we are looking for partners who can teach us more about the local market information so we can prepare suitable, high-quality products for the near future,” he shared.
Defining the Brand: ANCHOR vs. BUCKLE
One of the most compelling aspects of Chang’s presentation was the distinction between his two brands. ANCHOR serves the premium, high-performance market where precision and top-tier materials are paramount. BUCKLE, however, is designed to disrupt the market by offering younger riders a combination of safety, affordability, and aesthetic flair.
“ANCHOR is positioned for the high-end market, where safety is our absolute priority and the quality is at its peak. We introduced BUCKLE to reach younger customers more closely; the price point is accessible and the colors are more vivid. We want young riders to use our products safely and easily, bringing more fun to their experience while keeping them in total control,” he stated.
Engineering Excellence
The interview concluded with a look at the technical prowess of the company’s latest engineering feat: the monoblock caliper. By moving away from traditional two-piece designs, ANCHOR is pushing the boundaries of what is possible in brake durability and strength, backed by ISO 9001 and TS-16949 certifications.
“This year, our latest highlight is the monoblock type caliper. Compared to the standard two- piece types, the monoblock body is significantly stronger and more durable. It is a very important product for us because it showcases exactly what our factory can achieve in terms of technical capability, providing higher performance and diversified designs for the global market,” he concluded.
