Doosan Portable Power products will be rebranded as Bobcat as part of Doosan Bobcat’s global branding strategy. Doosan Portable Power makes air compressors, mobile generators, and light towers.
The move follows the sale in 2021 of Doosan Infracore to Hyundai Heavy Industries and clears up branding confusion between HHI’s Doosan (now Develon) and Doosan Portable Power. Doosan Bobcat will also rebrand the Doosan Industrial Air and Doosan Industrial Vehicle product lines.
“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, in a statement. “Doosan Portable Power, Doosan Industrial Air, 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.”
The rebranding’s goal is to strengthen overall brand equity, market recognition, and consumer recall of all product offerings, according to Doosan Bobcat.
“The Bobcat brand empowers ambitious and passionate groundbreakers to accomplish more,” said Laura Ness Owens, VP of global brand and North American marketing, in a statement. “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.”
The DPP, DIA, and DIV product suites will, respectively, undergo design and aesthetic changes in alignment with current Bobcat branding.
Source: Doosan Bobcat
