Doosan Bobcat announces new global brand strategy

Doosan Bobcat, part of Doosan Group, has announced a new global branding strategy designed to create business and growth opportunities for the Doosan Bobcat product portfolio.

Three Doosan units will rebrand under the Bobcat brand in North America and applicable markets worldwide:

  • Doosan Portable Power (DPP), the global manufacturer of air compressors, mobile generators and light towers;
  • Doosan Industrial Air (DIA), which provides a comprehensive rotary air compressor line; and
  • Doosan Industrial Vehicle (DIV), the supplier of quality material-handling equipment, including forklifts.

“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,” says 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.”

Bobcat notes that it 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 expanded its offerings with new technologies and innovations and expanded product lines, such as grounds-maintenance equipment – including 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,” says 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 undergo design and aesthetic changes in alignment with current Bobcat branding. The rebranded products will be displayed at global trade shows in March and April.

Bobcat-branded material handling equipment, industrial air compressors and portable power products are expected to be available for customer purchase through Doosan Bobcat’s dealer network at a later date. Bobcat and these rebranded product lines will proudly remain part of the broader Doosan Group portfolio.


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