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Doosan Bobcat rebrands RYAN as part of global brand strategy expansion

RYAN will undergo design and aesthetic changes in alignment with current Bobcat branding. (Image source: Bobcat)

Doosan Bobcat has announced that its RYAN turf renovation equipment will rebrand as part of its expanding global branding strategy 

RYAN features a unique product line-up including aerators, sod cutters, dethatchers, power rakes, overseeders and other speciality products that serve landscaping and groundscare professionals across a variety of industries including golf, sports turf, landscaping and rental. 

The rebrand will occur under the Bobcat trade dress in 2024. Products from RYAN will undergo design and aesthetic changes in alignment with current Bobcat branding. RYAN equipment, along with its newly rebranded material handling and portable power is expected to be available for customer purchase through Doosan Bobcat’s global dealer network in 2024. 

Scott Park, Doosan Bobcat CEO, commented, “Bobcat has been a recognised name for decades – known for its toughness and versatility. We are proud to extend the brand to new product categories so we can empower even more people to accomplish more.”

Bobcat has streamlined its branding approach to strengthen 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. It was in pursuit of this that the company announced its Doosan Industrial Vehicle and Doosan Portable Power brands would transition into the Bobcat product portfolio in applicable markets worldwide in 2024. 

Jeongwon Park, vice president of marketing and channel development at Bobcat EMEA, remarked, “The Bobcat brand has experienced significant growth in recent years, and we acknowledge the potential to expand the brand in bold and innovative ways by introducing it into new product categories and growing their potential under one roof.”