Hyundai Doosan Infracore is rebranding its line of construction equipment to Develon. The familiar orange machines will keep their nomenclature, but the Doosan decals are no more.
Develon, pronounced de-VEL-on, is derived from “Develop Onward,” said Todd Roecker, VP growth initiatives. The name on the machines is the only major change customers will see. The color scheme, nomenclature (DL/DX/DA), decal locations, and the slogan “Powered by Innovation” will not change, Roecker said.
“We are rich in history, and there is a lot we are proud of and we want to protect that,” he said at the global launch of the new brand in Las Vegas, Nevada. “We didn’t want a radical change and lose that momentum that so many of us and our dealers have accomplished. We want to protect the lineage and success that they’ve had.”
The brand will be rolled out at Conexpo, with the Doosan Infracore booth bearing the Develon brand.
The rebranding is the next step for the company as part of its differentiation from sibling manufacturer Hyundai Construction Equipment. Both Hyundai Doosan Infracore and Hyundai Construction Equipment are part of Hyundai Genuine, but the two market and operate as separate entities.
The names of both Hyundai Doosan Infracore and Doosan Infracore North America will also change, according to Edward Song, who was CEO of Doosan Infracore North America through the end of 2022 and is now global sales head of Hyundai Doosan Infracore in Korea. Chris Jeong is the new CEO. No time frame was given for the name change, although Song pointed out that the complexities of such a change will take some time.
The first rebranded machines will be produced in Korea in March and land in North America in the second quarter. Existing dealer stock will have available new decals for those who want to rebrand. By the end of the year, Roecker said, all machines will sport the new Develon brand.
Dealers will have materials for rebranding in February, with immediate updates coming to business cards and the like, as well as signage. All dealer facilities should be rebranded by the end of the year.
