What's in a name? Well, if we can judge from this week's move by Doosan Bobcat to rename its Doosan materials handling lines as Bobcats, there clearly is some benefit in a historied name, especially one that sounds American.
So, while the machines will stay the same, their branding will be changed "in North America and applicable markets worldwide", in line with the Bobcat livery seen on compact equipment.
The move will no doubt be challenging for dealers and potentially confusing for customers, but Doosan Bobcat officials insist that the rebrand will allow Bobcat to "help even more customers, in more ways than ever".