Bobcat is adding air compressors, generators and forklifts
By Larry StewartMarch 29, 2023
A change in Doosan Group branding strategy dramatically expanded the product line of Doosan Bobcat, already the 14th-largest among global construction equipment manufacturers according to International Construction’s 2022 Yellow Table, to include mobile air compressors, generators, light towers and forklifts.
Doosan Portable Power (DPP), a global manufacturer of air compressors, mobile generators and light towers; Doosan Industrial Air (DIA), a comprehensive 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.
“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. “Bringing (Doosan Portable Power, Doosan Industrial Air and Doosan Industrial Vehicle) 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 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.
To put the opportunity in perspective, Doosan Bobcat’s 2021 construction-equipment sales volume, according to the Yellow Table, was 30% less than JCB’s for example.
Bobcat has broadened its product portfolio significantly over the past five 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.
“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,” said 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, 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 global dealer network “at a later date.” Bobcat and these rebranded product lines will remain part of the broader Doosan Group portfolio.