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COVER STORY
range of forklifts and warehouse equipment formerly produced by Doosan Industrial Vehicle (DIV) have been successfully rebranded as part of the Bobcat family. The Bobcat brand is world-famous for its
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extensive range of compact machines, which are used across multiple industries for a broad range of applications, including construction, agriculture, landscaping and ground maintenance. Bobcat’s compact loaders, wheel loaders and telehandlers can be equipped with attachments such as pallet forks, buckets, grapples and bale clamps, making them extremely popular among material handling and logistics professionals. The addition of forklifts (both internal combustion and electric) and warehouse equipment is therefore a natural extension to the company’s existing range. All material handling lines previously
manufactured under the DIV name have been brought into alignment with a single branded house, meaning that a diverse range of forklifts and warehouse equipment now sport the world- famous Bobcat colours. The new range of Bobcat-branded material handling equipment comprises the following product lines:
Diesel forklift trucks: lift capacities of 1.8 to 25 tons
Liquified petroleum gas (LPG) forklift trucks: lift capacities of 1.5 to 7 tons
Electric forklift trucks: lift capacities of 1.5 to 10 tons
o This segment also includes a line of
three-wheeled electric forklifts designed for lighter applications, with lift capacities of 1.6 to 2 tons
Warehouse solutions: pallet trucks, reach trucks and stackers
A GLOBAL REBRANDING INITIATIVE Rebranding equipment formerly produced by DIV was a truly collaborative effort, requiring the input of material handling departments from across Bobcat’s global network. This initiative necessitated more than 10,000 work hours and the direct involvement of approximately 100 employees. So, what did it take to complete this unprecedented exercise? In total, the global initiative required
the rebranding of more than 200 products previously sold under the Doosan label. As part of the project’s initial phase, these products were categorised under 36 ‘mother’ models according to their frames. They were then further grouped into six
n January 2024, the first Bobcat- branded material handling units began rolling off the production lines at the organisation’s plants in South Korea, China and Germany. This milestone represents the culmination of a two-year global initiative, through which the full
BOBCAT BRINGS ‘ONE TOUGH ANIMAL’ MINDSET TO MATERIAL HANDLING SEGMENT
‘grandmother’ models, which represented the main designs and machine types. From here, the 100-strong team developed and approved Bobcat branding for each of the six ‘grandmother’ models. They then followed the same process for the 36 ‘mother’ models before completing the exercise for all 200-plus individual products. Vaclav Kratky, Senior Product Marketing Manager, Bobcat EMEA, says: “This marks a major milestone on our journey to bringing all our products under one roof as part of our one branded house strategy. Our unified approach will build further affinity with the Bobcat brand, both internally and externally, while growing our loyal customer base and creating new growth opportunities. In line with Bobcat’s world- famous brand DNA, this strategy will also allow for focused investment and increased marketing efficiency, facilitating the delivery of the same exceptional customer experience across all our organisation’s product lines.”
BUILDING ON A STRONG HERITAGE Bobcat’s newly rebranded material handling lines can trace their lineage back to 1968, when the first forklift truck was produced in South Korea under the Daewoo brand. In 2005, Daewoo was acquired by Doosan, and DIV was founded in 2011 as part of Doosan Infracore. In 2021, Doosan Bobcat
purchased DIV and its assets. The deal included factories in Incheon, South Korea, and Yantai, China, which manufacture forklifts, as well as
a facility in Lübben, Germany, which produces pallet trucks and stackers. Bobcat’s incorporation of the former DIV
material handling equipment represented an ideal fit, as both companies’ principles were so closely aligned. Bobcat is committed to protecting and enhancing DIV’s legacy by bringing simple and powerful machines to market, offering customers advanced solutions that are comfortable, dependable and environmentally friendly. The newly rebranded material handling lineup will also benefit from Bobcat’s cutting-edge research and development (R&D) facilities, in- depth marketing expertise and comprehensive dealer network. By further expanding the division’s existing 140-strong dealer footprint in Europe, the Middle East and Africa (EMEA), and sustaining investment in innovation, Bobcat will continue to develop valuable and reliable material handling products that enable customers to perform their work efficiently and maximise their returns on investment. “For more than 60 years, the Bobcat brand has been synonymous with quality, reliability and durability,” Vaclav Kratky adds. “Our company has led the industry with tough, versatile, empowering and inventive equipment and solutions, and we continue to offer a world-class customer experience that distinguishes us from the competition. With the integration of the former DIV material handling lines, we are doubling down on the power of the Bobcat brand. To learn more about Bobcat’s products,
attachments and services, visit
www.bobcat.com
Bobcat
www.bobcat.com
6 MARCH 2024 | FACTORY&HANDLINGSOLUTIONS
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