Doosan Bobcat, one of the leading global manufacturers of compact equipment and part of the Doosan Group, recently announced a new global branding strategy aimed at creating business and growth opportunities for its product portfolio.
As part of this strategy, Doosan Portable Power (DPP), a manufacturer of air compressors, mobile generators, and light towers, and Doosan Industrial Vehicle (DIV), a supplier of material handling equipment including forklifts, will rebrand their product offerings under the Bobcat brand. This rebranding aims to further strengthen the overall brand equity, market recognition, and consumer recall of all product offerings.
The expansion of the Bobcat product portfolio in the past five years has been significant, with the company launching more machines during this period than ever before in its entire history. Bobcat has successfully broadened its offerings with new technologies and innovations, and expanded product lines such as compact tractors, small articulated loaders, mowers, and turf equipment.
With the refreshed identity, the DPP and DIV product lines will undergo design and aesthetic changes in alignment with the current Bobcat branding. The rebranded products will be showcased at key global trade shows in March and April 2023. DPP will display a portion of its product lineup rebranded in Bobcat trade livery at CONEXPO 2023 in Las Vegas from March 14 to 18, while DIV will showcase rebranded Bobcat forklifts as part of the in-booth display at ProMat 2023 in Chicago from March 20 to 23 and at LogiMAT in Germany from April 25 to 27.
The rebranded Bobcat-branded material handling equipment and portable power products are expected to be available through Doosan Bobcat’s extensive global dealer network at a later date, while Bobcat and these rebranded product lines will remain part of the broader Doosan Group portfolio.
The rebranding of DPP and DIV product offerings under the Bobcat brand looks to create a cohesive customer experience and grow the organization’s footprint, making the brand accessible to more customers and in more places. This strategic move is expected to provide business and growth opportunities for the Doosan Bobcat product portfolio, strengthening its position as a leader in the industry.