Doosan Bobcat has launched a global brand strategy aimed at future growth.

Doosan Portable Power (DPP), a global manufacturer of air compressors, mobile generators and light towers, and Doosan Industrial Vehicle (DIV), a supplier of materials handling equipment and forklifts, will rebrand their product offerings under the Bobcat brand.

The rebranding of the portable power and industrial vehicle equipment lines, two key business areas for Bobcat, will further strengthen overall brand equity, market recognition and consumer recall of all product offerings, says Doosan Bobcat CEO and vice chairman Scott Park.

“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,” says Park.

Bobcat has expanded its portfolio significantly over the past five years, launching more machines than ever before, including product lines such as ground maintenance equipment, compact tractors, small articulated loaders, mowers and turf equipment.

“By expanding the Bobcat brand to the portable power and industrial vehicle industries, Bobcat can help even more customers, in more ways than ever,” says Doosan Bobcat global brand vice president Laura Ness Owens.

The DPP and DIV product lines will undergo design and aesthetic changes in alignment with current Bobcat branding and will be available through Doosan Bobcat’s global dealer network.