Doosan Bobcat, Inc., a company within Doosan Group, has announced its global branding strategy to create business and growth opportunities for the Doosan Bobcat product portfolio.
Doosan Portable Power (DPP), a manufacturer of air compressors, mobile generators and light towers; the Doosan Industrial Air (DIA) line of rotary air compressors; and Doosan Industrial Vehicle (DIV), a supplier of material handling equipment, including forklifts, will rebrand under the Bobcat trade dress in North America and applicable markets worldwide.
This branding approach to the organization’s portable power, industrial air and industrial vehicle equipment offerings aims to strengthen overall brand equity, market recognition and consumer recall of all product offerings. The transition will create a cohesive customer experience and grow the organization’s footprint, thus making the brand accessible to more customers and in more places.
Bobcat has broadened its product portfolio significantly within the past 5 years, launching more machines during this period than previously 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, which includes compact tractors, small articulated loaders and zero-turn mowers
With this refreshed identity, the DPP, DIA and DIV product suites will, respectively, undergo design and aesthetic changes in alignment with current Bobcat branding.
Bobcat-branded material handling equipment, industrial air compressors and portable power products are expected to be available for customer purchase through Doosan Bobcat’s extensive, global 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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