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Doosan Bobcat, a leading global compact equipment manufacturer, has announced its new global branding strategy to create business and growth opportunities for the Doosan Bobcat product portfolio

bobcat b20x 7 forkliftThe rebranded products will be displayed at key global trade shows across March and April 2023. (Image source: Doosan Bobcat)

Doosan Portable Power (DPP), a 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 brand. 

Scott Park, Doosan Bobcat CEO & vice chairman, commented, “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. Doosan Portable Power 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 rebranding of the portable power and industrial vehicle equipment lines has been undertaken in order to further strengthen overall brand equity, market recognition and consumer recall of all product offerings. The transition will create a cohesive customer experience and grow the organisation’s footprint, thus making the brand accessible to more customers and in more places.  

“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 with what they need to be successful in their endeavours,” said Laura Ness Owens, Doosan Bobcat vice president of global brand. “By expanding the Bobcat brand to the portable power and industrial vehicle industries, Bobcat can help even more customers, in more ways than ever.” 

The rebranded products will be displayed at key global trade shows across March and April 2023 including CONEXPO-CON/AGG, ProMat and LogiMat. 

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. Bobcat and these rebranded product lines will remain part of the broader Doosan Group portfolio.