Home/About
Built by riders,
for riders
Element has been designing and building bicycles in Indonesia since 1989 — from a single workshop in Tangerang to 80,000 frames a year, sold in 14 countries.
Home/About
Element has been designing and building bicycles in Indonesia since 1989 — from a single workshop in Tangerang to 80,000 frames a year, sold in 14 countries.
Our Story
We started with one belief that hasn't changed in thirty-seven years: a bicycle should be good enough that you keep riding it.
Not good enough for a showroom, or for a spec sheet comparison, or for the first six months. Good enough that in year five it still shifts cleanly, the bearings still turn, and your local shop can still get the parts.
That belief shapes unglamorous decisions. We specify sealed bearings where a cheaper open one would pass inspection. We keep spares in stock for models we stopped selling eight years ago. We test frames in Indonesian humidity and on Indonesian roads, because that is where most of them will spend their lives.
It also shapes who we build for. Element bikes are ridden to school in Bandung, through Jakarta traffic at 5 am, down volcano trails in East Java, and across finish lines in national criteriums. One brand, very different roads.
The Factory
Our Tangerang facility handles frame forming, welding, paint and final assembly under one roof. Doing it in-house is slower and more expensive than outsourcing — and it is the only way we can hold tolerances we're willing to put a five-year warranty behind.
Every frame is jig-checked after welding and again after paint. Every completed bike is ridden — briefly, but actually ridden — before it goes in a box.
Community
Element supports 60+ local riding clubs, a national race team, and a schools programme that has put over 4,000 bikes under students in Java and Sumatra since 2018.
Most of what we learn about our bikes comes from these riders — not from a lab. Frame revisions, gearing changes and rack redesigns have all come out of conversations at a Sunday start line.
Milestones
Element begins as a small frame workshop in Tangerang, building steel city bikes for the local market.
In-house TIG welding brings aluminium production in Indonesia, at a time when almost all alloy frames were imported.
The Camp series arrives as trail riding grows across Java, and becomes Element's best-selling family for a decade.
Element bikes begin shipping to Malaysia, the Philippines and Vietnam.
A partnership with regional education offices puts the first 500 bikes under students in West Java.
Licensed character collections open cycling up to a much younger first-time audience.
Capacity reaches 80,000 frames a year with a water-based paint system and reduced solvent use.
Element's service network becomes the widest of any Indonesian bicycle brand.
How we work
Every dealer is trained and equipped to size a rider properly. We would rather sell a cheaper bike that fits.
We keep spares for every model sold in the last eight years. A bike you can't repair isn't a bike.
Designed, welded, painted and assembled in Indonesia — tested in the conditions it will actually live in.
Product changes come from clubs, dealers and race mechanics before they come from a marketing plan.
Partnership And Licensing
Careers
We hire engineers, welders, painters, mechanics, designers and dealer support staff — most of them riders.
Tangerang · Full-time · Product
Surabaya · Full-time · Commercial
Kelapa Gading, Jakarta · Full-time · Retail
Jakarta · Contract · Marketing
Come and ride one. Every Element dealer keeps demo bikes on the floor.