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Doosan Bobcat Corporation, a Doosan Group company and the world’s leading manufacturer of compact equipment, announced its global brand strategy aimed at creating business and growth opportunities for the Doosan Bobcat product portfolio.
Doosan Portable Power (DPP), the world’s leading manufacturer of air compressors, mobile generators and light towers; and Doosan Industrial Vehicle (DIV), a supplier of premium material handling equipment, including forklifts, will rebrand their products under the Bobcat brand.
The rebranding of the Portable Power and Industrial Vehicle Equipment lines – two key business areas for Bobcat – is aimed at further strengthening overall brand equity, market recognition and consumer recall of all products.
This shift will create a cohesive customer experience and expand the organization’s footprint, making the brand accessible to more customers and in more places.
“Bobcat is an iconic brand that has changed the world through inventions in the compact equipment industry, and we are excited to unleash this brand in a bold, new way,” said Scott Park, Doosan Bobcat CEO and Vice Chairman.
“Doosan Portable Power and Doosan Industrial Vehicle have a long tradition 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 offering more Multi-solutions help our customers accomplish more,” he noted.
Bobcat has significantly expanded its product portfolio over the past five years, introducing more machines during that time period than in its entire history. The brand has successfully expanded its product line through new technologies and innovations and expanded its product line, such as ground maintenance equipment, which includes compact tractors, small articulated loaders, lawn mowers and lawn equipment.
“The Bobcat brand empowers ambitious and passionate pioneers to achieve more,” said Laura Ness Owens, Vice President, Global Brands, Doosan Bobcat. And getting small; from breaking down walls to building communities, we’re proud to give people what they need to succeed in their endeavours.”
“By expanding the Bobcat brand into the portable power and industrial vehicle industries, Bobcat can help more customers in more ways than ever before,” he said.
With this updated identity, the DPP and DIV product lines will each undergo design and aesthetic changes to align with the current Bobcat branding.
The rebranded products will be on display at major global trade shows in March and April 2023:
• DPP will be showcasing its partially rebranded Bobcat Trade Uniform line at Conexpo 2023 in Las Vegas this week (March 14-18).
• DIV will be showcasing the rebranded Bobcat forklifts as part of a booth display at ProMat 2023 in Chicago (March 20-23) and LogiMAT in Germany (April 25-27).
Bobcat branded material handling equipment and portable power products are expected to be available through Doosan Bobcat’s extensive global dealer network in the future.Bobcat and these rebranded product lines will proudly remain within the broader Doosan Group portfolio, it added..-TradeArabia News Service
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