Doosan Bobcat’s new brand strategy
By Chad Elmore09 March 2023
Forklift, Portable Power and Industrial Air transition to Bobcat brand
Doosan Bobcat Inc., a company within Doosan Group, has announced a global branding strategy that it said will help create business and growth opportunities for its product portfolio.
Doosan Portable Power (DPP), a global manufacturer of air compressors, mobile generators and light towers; Doosan Industrial Air (DIA), whichi has a comprehensive rotary air compressor line; and Doosan Industrial Vehicle (DIV), a supplier of material handling equipment, including forklifts, will rebrand under the Bobcat trade dress in North America and applicable markets worldwide.
“Bobcat is an iconic brand that changed the world with the invention of the compact equipment industry, and we are excited to unleash the brand in bold, new ways,” said Scott Park, Doosan Bobcat CEO and vice chairman. “Doosan Portable Power, Doosan Industrial Air and Doosan Industrial Vehicle have long legacies of developing high-quality products. Bringing these strong Doosan brands into the Bobcat portfolio allows us to further expand these business lines, while also growing our overall Doosan Bobcat business and providing even more solutions to help our customers accomplish more.”
The company said the new approach to the organization’s portable power, industrial air and industrial vehicle equipment offerings aims to strengthen overall brand equity, market recognition and consumer recall of all product offerings. The transition is expected to create a cohesive customer experience and grow the organization’s footprint, thus making the brand accessible to more customers and in more places.
Bobcat said it has broadened its product portfolio significantly within the past five years, reportedly launching more machines during this period than in its entire history. The brand has expanded its offerings with new technologies and innovations and expanded product lines, such as grounds maintenance equipment, which includes compact tractors, small articulated loaders and zero-turn mowers.
“The Bobcat brand empowers ambitious and passionate groundbreakers to accomplish more. Across the globe, big challenges get smaller because of our equipment; from breaking down walls to building up communities, we’re proud to provide people what they need to be successful in their endeavors,” said Laura Ness Owens, Doosan Bobcat vice president of global brand and North American marketing. “By expanding the Bobcat brand to the portable power, industrial air and industrial vehicle industries, Bobcat can help even more customers, in more ways than ever.”
With this refreshed identity, the DPP, DIA and DIV product suites will, respectively, undergo design and aesthetic changes in alignment with current Bobcat branding.
The rebranded products will be displayed at key global trade shows in March and April:
- DPP will display a portion of its product lineup rebranded in Bobcat trade dress at ConExpo-Conn/Agg 2023
- DIV will showcase rebranded Bobcat forklifts as part of the in-booth display at ProMat 2023 in Chicago, March 20-23, and LogiMAT in Germany, April 25-27.
- DIA products will be on display at key U.S. industry events throughout 2023.
Bobcat-branded material handling equipment, industrial air compressors and portable power products are expected to be available for customer purchase through Doosan Bobcat’s extensive, global dealer network at a later date. Bobcat and these rebranded product lines will remain part of the broader Doosan Group portfolio, said the company.