Doosan Bobcat has made several major announcements that will affect many of its products. According to the company:
Doosan Bobcat, Inc., a company within Doosan Group, has announced its global branding strategy to create business and growth opportunities for the Doosan Bobcat product portfolio.
Doosan Portable Power (DPP), a manufacturer of air compressors, mobile generators and light towers; Doosan Industrial Air (DIA), a 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 and the rebranded portable power, industrial air and industrial vehicle products remain a subsidiary of Doosan Bobcat, Inc. and a company within the Doosan Group.
“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.”
This branding 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 will create a cohesive customer experience and grow the organization’s footprint, thus making the brand accessible to more customers and in more places.
Bobcat has broadened its product portfolio significantly within the past five years, launching more machines during this period than previously in its entire history. The brand has successfully 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-CON/AGG 2023 in Las Vegas, March 14-18.
- DIV will showcase rebranded Bobcat forklifts as part of the in-booth display at ProMat 2023 in Chicago, March 20-23, as well as 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 proudly remain part of the broader Doosan Group portfolio.
Bobcat Rebranding FAQ
What are the brand changes Doosan Bobcat announced?
- Doosan Bobcat, Inc., a company within Doosan Group, has announced its global branding strategy to create business and growth opportunities for the Doosan Bobcat product portfolio.
- Doosan Portable Power (DPP), a manufacturer of air compressors, mobile generators and light towers; Doosan Industrial Air (DIA), a 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.
Why is Doosan Bobcat making this change?
- The streamlined branding approach will create a cohesive customer experience and grow the organization’s footprint making the brand accessible to more customers and in more places.
- This transition demonstrates the company’s efforts to strengthen overall brand equity, market recognition and consumer recall of all product offerings.
- By bringing the DPP, DIA and DIV brands into the Bobcat brand, the company can support greater recognition, improve time and resource efficiencies, and increase market share and consumer loyalty for all products.
What is Doosan Portable Power (DPP)?
- Doosan Portable Power (DPP) a manufacturer of air compressors, mobile generators, light towers, light compaction equipment and industrial air products.
- The more than 1-million-square-foot facility stretches across a 150-acre campus in Statesville, N.C., a community north of Charlotte.
- The facility manufactures products including air compressors, mobile generators, and light towers. It also serves as an existing Bobcat equipment production site manufacturing and assembling Bobcat compact tractors, mini track loaders and will eventually produce the Bobcat small articulated loader.
What is Doosan Industrial Air (DIA)?
- Doosan Industrial Air (DIA) a comprehensive rotary air compressor lines on the market and customer service for industrial manufacturing operations.
- DIA offers nine models of industrial air compressors with either fixed speed or variable speed and horsepower ranging from 30 to 200.
- DIA is headquartered in Doosan Bobcat’s Statesville, N.C., facility where Doosan Portable Power and Bobcat equipment is also produced.
What is Doosan Industrial Vehicle (DIV)?
- Doosan Industrial Vehicle (DIV) is a supplier of material handling equipment, based in Buford, Ga. The 200,000-square-foot facility houses a parts operation, supplying more than 30,000 line items to support its affiliate groups. The Buford location is home to DIV’s sales, service, marketing, parts and warehouse departments. DIV equipment is largely manufactured in Incheon, Korea.
- The Industrial Vehicle product line includes 179 separate models of 63 various engine/battery configurations of internal combustion and electric-powered vehicles. All trucks are manufactured in an ISO 9001 certified facility.
- DIV services customers worldwide including Coca-Cola, Pepsi, Purina, United Rentals, GM, LG, Rolls-Royce, IBM, P&G, Volkswagen, Singapore Airlines, Lufthansa, KLM, British Airways, DHL, Samsung, Nestle and more.
How are these products different from what DPP, DIA and DIV currently offer?
- DPP, DIA and DIV have long histories of developing products aimed at supporting customers across multiple industries. This transition will embrace the quality work DPP, DIA and DIV have done, while further elevating these product portfolios to new audiences and across new markets, according to the company.
- With this refreshed identity, the DPP, DIA and DIV product suites will, respectively, undergo design and aesthetic changes in alignment with current Bobcat branding.
- At this time, no additional functional changes will be implemented across the product lines. However, by bringing these brands into the Bobcat portfolio, the company anticipates future growth and innovation opportunities thanks to Bobcat’s product development and innovation focus.
Will this cause any changes to the Bobcat product lineup?
- The Bobcat brand will grow with the addition of portable power, industrial air and industrial vehicle product offerings. Existing Bobcat products will not change in this transition period.
When and where can I purchase these new DPP, DIA and DIV Bobcat products?
- As transition planning continues through 2023, Bobcat will announce details on future rebranded equipment availability at a later date.
Does this rebranding result in any changes to product designs or pricing?
- As transition planning continues, we will share any important updates related to product changes and pricing.
