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Doosan Bobcat names new global brand strategy

By Stephen Elliott

March 12, 2023

BobcatDoosan Bobcat, a company within Doosan Group, has named its new global branding strategy to create business and growth opportunities for the Doosan Bobcat product portfolio.
 

Doosan Portable Power (DPP), an industry-leading global manufacturer of air compressors, mobile generators and light towers; Doosan Industrial Air (DIA), one of the most comprehensive rotary air compressor lines on the market; and Doosan Industrial Vehicle (DIV), a supplier of quality material handling equipment, including forklifts, will rebrand under the Bobcat trade dress in North America and applicable markets worldwide. 

“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 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.” 

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 company says. 

Bobcat has broadened its product portfolio within the past five years, launching more machines during this period than previously in its entire history.  

With this refreshed identity, the DPP, DIA and DIV product suites will, respectively, undergo design and aesthetic changes in alignment with current Bobcat branding.
  

The rebranded products will be displayed at key global trade shows in March and April. 
 

 

 

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