Doosan Bobcat announce global brand strategy

Doosan Portable Power and Doosan Industrial Vehicle set to transition to Bobcat brand 

DOOSAN Bobcat, a company within Doosan Group and a leading global compact equipment manufacturer, have announced their global branding strategy to create business and growth opportunities for the Doosan Bobcat product portfolio.
 
Doosan Portable Power (DPP), global manufacturers of air compressors, mobile generators and light towers; and Doosan Industrial Vehicle (DIV), suppliers of materials handling equipment, including fork-lift trucks, will rebrand their product offerings under the Bobcat brand.

The rebranding of the portable power and industrial vehicle equipment lines – two key business areas for Bobcat – looks to further strengthen overall brand equity, market recognition and consumer recall of all product offerings, creating a cohesive customer experience and growing the organization’s footprint, making the brand accessible to more customers and in more places. 

‘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 chief executive officer and vice-chairman.

‘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.’

With this refreshed identity, the DPP and DIV product lines will undergo design and aesthetic changes in alignment with current Bobcat branding. Both Bobcat and these rebranded product lines will remain part of the broader Doosan Group portfolio.