Doosan rebrand to Bobcat

Doosan Bobcat is adjusting its global brand strategy: forklifts will become part of the Bobcat brand. And of course, TVH Equipment, having been the exclusive dealer for Doosan forklifts and warehousing in Belgium for many years, is following this significant rebranding. Doosan Bobcat, a part of Doosan Group, one of the leading producers of compact machines, has announced a new global brand strategy to create new business and growth opportunities for the Doosan Bobcat product portfolio.

Bobcat is an iconic brand that has changed the world with the development of the compact machine market. "It's exciting to tap into new markets with the brand," says Scott Park, CEO of Doosan Bobcat. "Doosan Industrial Vehicle has a long history and a lot of experience in developing quality products. By adding this strong Doosan brand to the Bobcat portfolio, we can not only further develop these product lines but also expand the operations of Doosan Bobcat in general, allowing us to offer our customers even more solutions with which they can achieve even more."

Brand Recognition

The rebranding of the industrial vehicle product lines aims to increase brand value and awareness for the entire product portfolio. The rebranding is intended to provide a complete customer experience and greater brand recognition, making the brand more accessible and attractive to more customers in more markets.
Over the past five years, Bobcat has significantly expanded its product portfolio. The brand has introduced more new machines to the market in that period than in all previous years combined. The brand has successfully expanded its offerings with new technologies, innovations, and product lines.
"The Bobcat brand helps ambitious and driven companies achieve more. Challenges worldwide become a bit smaller thanks to our machines," explains Laura Ness Owens, Vice-President of Global Brand at Bobcat. "By extending the Bobcat brand with industrial vehicles, we can assist even more customers in even more ways."

Identity and Design

As part of the new identity, the forklifts and warehousing products will undergo design and aesthetic changes in line with the current Bobcat brand. The material handling machines will be delivered through Doosan Bobcat's extensive European dealer network. 
"For Belgium, this means that TVH Equipment, the dealership of this new range of Bobcat forklifts and warehousing products, will continue exclusively," says Jean-Pierre De Nil, Director Sales of TVH Equipment.