Doosan Bobcat will be rebranding its parent company’s range of industrial air products, portable power, and industrial vehicles, by replacing the Doosan name with the Bobcat trade dress in North America and select global markets. The new branding will be unveiled at ConExpo-Con/Agg 2023. This change follows Doosan’s decision to spin off its construction division, Doosan Infracore, in August 2021, with the division being purchased by Hyundai Heavy Industries and rebranded as Develon.
Doosan Portable Power, Doosan Industrial Air, and Doosan Industrial Vehicle, all of which remained with Doosan Group, will undergo design and aesthetic changes to align with current Bobcat branding. Doosan acquired Bobcat from Ingersoll Rand in 2008, and this rebranding aims to enhance the overall brand equity, market presence, as well as how the consumers recall all of the company’s product offerings.
Scott Park, Doosan Bobcat CEO and vice chairman, stated that this move would expand the business lines and grow the overall Doosan Bobcat business, providing customers with more solutions to accomplish their tasks. By expanding the Bobcat brand to the portable power, as well as the industrial air, and industrial vehicle industries, Bobcat aims to help even more customers in more ways than ever before.
Laura Ness Owens the vice president of the company’s global brand and North American marketing, added that the Bobcat brand empowers ambitious and passionate groundbreakers worldwide to accomplish more, providing them with the equipment they need to be successful in their endeavors.
Products offered by the company include the Bobcat-branded material handling equipment, industrial air compressors, and portable power products and these will be available for purchase through Doosan Bobcat’s global dealer network at a later date. These rebranded product lines will also remain a part of the broader Doosan Group portfolio.