Bobcat brand to be used for Doosan gensets and forklifts

Doosan Bobcat is to rebrand its Doosan generators, compressors, lighting towers and forklift trucks as Bobcat products under a new strategy to “create business and growth opportunities”.

The rebranding will cover products produced by Doosan Portable Power (DPP) and Doosan Industrial Vehicle (DIV). These products will undergo design and aesthetic changes to align with Bobcat, and some DPP products will be shown at ConExpo-Con/Agg under the new colours.

Doosan Portable Power products will be rebranded under the Bobcat trade dress. (Photo: Doosan Bobcat)

Doosan Bobcat said the rebranded products were expected to be available through Doosan Bobcat’s global dealer network “at a later date”.

The OEM said the rebranding would “strengthen overall brand equity, market recognition and consumer recall of all product offerings”. The move takes place in the context of a broadening product offering from Bobcat, which in recent years has expanded its grounds maintenance ranges with compact tractors, small articulated loaders, mowers and turf equipment.

Doosan Bobcat has announced that it rebrand several of its product lines, including forklifts sold via Doosan Industrial Vehicle. (Photo: Doosan Bobcat)

“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 & Vice Chairman.

“Doosan Portable Power 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.”