The Doosan Group company Doosan Bobcat has announced a new global branding strategy aimed at creating business and growth opportunities within its product portfolio.
Doosan Portable Power (DPP) – an industry-leading global manufacturer of air compressors, mobile generators and light towers – and Doosan Industrial Vehicle (DIV) – a supplier of quality material handling equipment, including forklifts – will rebrand their product offerings under the Bobcat name.
“Bobcat is an iconic brand that changed the world with the invention of the compact equipment industry, and we’re excited to unleash the brand in bold, new ways,” Doosan Bobcat CEO and vice chairman, Scott Park, said. “DPP and DIV 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 rebranding of the key DPP and DIV business areas to Bobcat is expected to further strengthen overall brand equity, market recognition and consumer recall of all product offerings. The transition aims to create a cohesive customer experience and grow the organisation’s footprint, thus making the brand accessible to more customers and in more places.
Bobcat has broadened its product portfolio significantly during the past five years, launching more machines during this period than at any trime 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, including compact tractors, small articulated loaders, mowers and turf equipment.
With this refreshed identity, the DPP and DIV product lines will also undergo design and aesthetic changes to align with current Bobcat branding.
