Travelling by bicycle in Australia, from nationalism to multi-culturalism... Brand names, marketing and national identity

With the Australian-owned and Taiwanese-manufactured bicycle Malvern Star launching its premier model named Oppy after world champion racer Sir Hubert Opperman, it is harking back to the glory years of Australian bicycling sporting success. This paper explores the history of the bicycle industry in Australia and the role played by product branding. It also documents the change from this nation starting as a largely British 'settler' society, and becoming a modern multi-cultural one.