[ Media Coverage ] Awarded Potential Star Award of Best Taiwan Global Brands again

2024-12-11 Commercial Times

Commissioned by the Industrial Development Bureau, Ministry of Economic Affairs and conducted by the Taiwan Institute of Economic Research, the 2021 Best Taiwan Global Brands survey announced its results on December 2. The GOODWAY Group, represented globally by its own brands GOODWAY, AWEA, and YAMA SEIKI, was honored with the “Rising Star Award for Best International Brand Value in Taiwan.”

This year's Best Taiwan Global Brands Value Survey was conducted in collaboration with INTERBRAND, a globally recognized brand valuation agency. It adopted the professional valuation methodology used in the “Best Global Brands” survey, estimating brand value based on future earnings potential, recent and past performance, and possible future market changes.

GOODWAY Group, a leading domestic machine tool manufacturer, has received the Potential Star Award of the Best Taiwan Global Brands for the fifth consecutive year and remains the only complete machine tool manufacturer on the list. The Group currently operates three well-known brands in the machine tool market, each with distinct products and markets: GOODWAY specializes in CNC lathes and cylindrical grinding machines, serving the metal turning and grinding markets. Its products are widely used across a broad range of industries, including automotive, aerospace, machinery, medical devices, energy, and watchmaking. YAMA SEIKI is a proprietary brand created by GOODWAY in 2000 specifically for the North American market. Today, GOODWAY has a global network of 50 distributors across 45 countries. AWEA focuses on CNC machining centers for metal milling applications. Like GOODWAY, AWEA products are widely adopted in high-value industries such as automotive, mold making, aerospace, and machinery. AWEA currently works with 38 distributors across 34 countries.

The GOODWAY Group upholds “Innovation and Excellence” as its core brand philosophy—a motto personally inscribed by Chairman Edward Yang on a “Taihu stone” at the entrance of the Wujiang branch before its inauguration in 2014. This inscription serves as a constant reminder to all employees of the importance of the brand’s guiding principle. Chairman Yang’s original intent in defining the brand spirit stems from the market positioning of machine tools as “capital goods”. He believes that if machine tool manufacturers continually innovate, enhance performance, and pursue excellence in every machine they build, they can help customers maximize profitability. In turn, these customers become loyal supporters of the Group’s brands, enabling mutual growth and long-term partnership.

All brands under the GOODWAY Group are committed to providing comprehensive machining solutions that enhance customer competitiveness. In the market, GOODWAY has become synonymous with “The Ultimate Machining Power”, while AWEA is renowned in the industry for its “Gantry Type Machining Centers ”. Both brands highlight their value through outstanding quality and performance, earning recognition not only as leading brands in Taiwan but also for their strong dedication to brand development in global markets. For example, GOODWAY is currently the No. 1 brand in both the Türkiye and Bulgarian markets. It also enjoys strong brand recognition in countries such as Italy, Germany, Spain, Portugal, Canada, South Korea, Indonesia, and Malaysia.

The brands GOODWAY, AWEA, and YAMA SEIKI are positioned in the “mid-to-high-end” segment of the machine tool market. Compared to high-end competitors from Germany, Switzerland, and Japan, the GOODWAY Group offers a significant advantage in “cost-performance ratio”. Against competitors from Korea and other Taiwanese brands, the Group stands out with superior “performance and quality”. The Group’s product portfolio spans 72 series and over 1,000 machine specifications, making it the most comprehensive lineup in Taiwan and ranking among the top three globally. With a strong “one-stop solution” brand image, the Group continues to expand its global market influence and is actively progressing toward its goal of becoming one of the world’s top 20 machine tool manufacturers.