Doosan to show off new brand at CONEXPO-CON/AGG 2023
By Jenny LescohierDecember 05, 2022
CONEXPO-CON/AGG 365 is looming larger on the horizon every day, and we’re excited to offer a sneak peak at what exhibitors will have on display.
To that end, we spoke to Alice Banach, senior marketing manager for Doosan Infracore North America. She has more than 20 years experience in marketing and design, and currently leads the digital and print marketing efforts for Doosan construction equipment.
Here’s what she had to say about what the leading earthmoving equipment manufacture has planned.
CONEXPO-CON/AGG 365: What can show attendees expect to see from Doosan at the show?
Banach: At CONEXPO-CON/AGG 2023, it will be the first time attendees will be able to see our new brand on our construction equipment and hear the story of why it was chosen and what’s coming next.
In November 2019, Doosan Infracore showed the first successful live demonstration of a fully autonomous excavator and wheel loader. The demonstration took place at our proving grounds in South Korea. We have developed this technology further and will show the next generation of Concept-X in a demonstration area in our exhibit. There will be other new products and technologies on display including the Doosan electric-powered DX20ZE-7 mini excavator. Trade show guests will have to stop by the booth to see for themselves.
CONEXPO-CON/AGG 365: Is there a primary message Doosan would like to convey to its customers/show attendees?
Banach: This is nothing new, but just a continuation of a long history of orange equipment in North America. We are nearing 40 years since we entered this market. We are the same company with the same talented dealers and staff evolving to the next chapter for the industry. We expect a lot of interest in the new brand, but the most important message is that the machines have not changed, only the name on them.
CONEXPO-CON/AGG 365: What machines will be on display, and which are new?
Banach: Virtually all of the products we will show are less than a year old to the local market, and a few pieces that will be seen for the first time in North America. The machines on display will include our new DD100 dozer and our first 100-metric-ton crawler excavator: the DX1000LC-7.
CONEXPO-CON/AGG 365: Will there be new product introductions at the show? If so, what can you tell us right now?
Banach: We will have a few new products that the North American market will see for the first time and some that will be their global debut. Our second dozer, the
DD130, will be shown, as well as the latest working Concept-X models will be on display. The rest, attendees will just have to stop by to see.
CONEXPO-CON/AGG 365: Doosan has made some big introductions in the past couple of years, what do they tell us about the direction of the company?
Banach: We are so much more than the excavator and wheel loader company that many may associate us with. We are edging closer to being a single source provider of construction equipment. Our goal is to be able to offer a full line of construction equipment to our dealers and customers. We are also expanding our technology offerings with our DoosanCONNECT Telematics service and a new Smart X-Care fleet management service for enhanced machine monitoring and protection.
CONEXPO-CON/AGG 365: What does Doosan see for its future?
Banach: We have spent a lot of effort expanding our product offerings, and our support to our dealers and customers to become a single-source provider for our dealers and customers. I am confident people will see how much we continue to evolve and develop. As we launch our new brand and with it a direction for what the company stands for and how that will guide us into the future.
CONEXPO-CON/AGG 365: What do you think show attendees will get most excited about from Doosan?
Banach: I think attendees will be impressed with the depth and breadth of our offerings, the innovation that we bring and, of course, our quality line of products.