The Bobcat brand is moving onto lighting rigs, forklifts, air compressors and mobile generators as the company expands and diversifies its product offering with Doosan products.
Doosan brand air compressors, mobile generators, lighting rigs and material handling equipment will be rebranded Bobcat under a new company strategy.
Doosan Bobcat chief executive Scott Park says the Doosan Portable Power (DPP) and Doosan Industrial Vehicle (DIV) product lines will rebrand the products in order to create new business and growth opportunities.
“Doosan Portable Power and Doosan Industrial Vehicle have long legacies of developing high-quality products,” he says.
“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.”
Bobcat has broadened its product portfolio significantly within the past five years, expanding product lines like grounds maintenance equipment, which includes compact tractors, small articulated loaders, mowers and turf equipment.
The company says the rebranding of the portable power and industrial vehicle equipment lines will create a cohesive customer experience and grow the organisation’s footprint, thus making the brand accessible to more customers and in more places.
Bobcat-branded forklifts and power products were displayed at major trade events in March, with a wider roll-out of the products expected later this year. The company says that the product lines will also undergo a few design and aesthetic changes in line with Bobcat’s current branding.