Discover Doosan Bobcat's rebrand to Bobcat trade dress & their new hydrogen fuel cell forklift at ProMat 2023.
Recently, Doosan Bobcat Inc. showcased the future of its material handling equipment lineup at ProMat 2023 in Chicago. The event took place from March 20 to 23, and I was excited to find out about the company's latest offerings. In this article, I'll share what I learned about Doosan Bobcat's rebranded equipment and hydrogen fuel cell forklift.
One of the highlights of the Doosan Industrial Vehicle (DIV) booth #S3559 was the rebranding of Doosan Industrial Vehicle, Doosan Portable Power, and Doosan Industrial Air brands to become part of the Bobcat product portfolio. Bobcat, known for its compact equipment, innovation, and worksite solutions, will now have a more extensive lineup of products to offer its customers.
The company's ProMat booth showcased several current forklift model families, along with multiple machines displayed in Bobcat trade dress. This move highlights the company's commitment to providing its customers with innovative solutions for a more sustainable future.
These models were exhibited in the current Doosan Industrial Vehicle branding at the Doosan Industrial Vehicle (DIV) booth #S3559 during ProMat 2023.
Doosan Branded EquipmentLoad CapacityModel RangeGC25S-9 Internal Combustion Cushion Tire Forklift5,000 lbs3,000 - 12,000 lbsG25E-7 Internal Combustion Pneumatic Forklift Truck5,000 lbs3,000 - 15,500 lbsB20SU-9 Cushion Electric Stand-up Rider4,000 lbs3,000 - 4,000 lbsBER30S-9 Walkie Rider Pallet Truck6,000 lbs6,000 - 8,000 lbs
These models were exhibited in future Bobcat trade dress at the Doosan Industrial Vehicle (DIV) booth #S3559 during ProMat 2023.
Bobcat Branded EquipmentLoad CapacityModel RangeD25S-9 Internal Combustion Pneumatic Diesel Forklift5,000 lbs4,000 - 7,000 lbsD70S-9 Internal Combustion Pneumatic Diesel Forklift15,500 lbs13,500 - 20,000 lbsBOP15S-9 Electric Order Picker3,000 lbs3,000 lbsBR20SP-7P Electric Pantograph Reach Truck4,000 lbs3,500 - 4,000 lbsB30X-7 Hydrogen Fuel Cell Concept Forklift6,000 lbs5,000 - 7,000 lbs
There were 3 brands or companies mentioned in the announcement. Doosan Portable Power (DPP), an industry leading global manufacturer of air compressors, mobile generators and light towers; Doosan Industrial Air (DIA), one of the most comprehensive rotary air compressor lines on the market; and Doosan Industrial Vehicle (DIV), a supplier of quality material handling equipment, including forklifts, will rebrand under the Bobcat trade dress in North America and applicable markets worldwide.
Doosan Bobcat is making a branding change to create a cohesive customer experience and increase accessibility of the brand to more customers and places. This transition aims to strengthen overall brand equity, recognition, and recall of all product offerings. By bringing the DPP, DIA, and DIV brands into the Bobcat brand, the company aims to improve recognition, resource efficiencies, market share, and consumer loyalty for all products.
Doosan Industrial Vehicle (DIV) is a supplier of quality material handling equipment (forklifts), based in Buford, Georgia. The 200,000 square foot facility houses a state of the art parts operation, supplying over 30,000 line items to support its affiliate groups. The Buford location is home to DIV’s sales, service, marketing, parts and warehouse departments. DIV equipment islargely manufactured in Incheon, Korea. This is the company that manufacturers and distributes the Doosan forklift brand (current) that we represent in Indiana, Kentucky, Tennessee, and Alabama.
Another highlight of the event was the company's newest hydrogen fuel cell-powered forklift concept. The forklift will be developed under the Bobcat product portfolio as part of the transition of DIV products into the Bobcat trade dress.
The forklift concept machine is initially being developed as a Class 1 forklift model, but the technology has opportunities across various forklift model offerings and classes. Hydrogen fuel cell forklifts offer longer operating times and faster refueling, making them ideal for applications that require extended use and quick refueling turnaround. For warehouses operating multiple shifts, the hydrogen fuel cell forklift is a viable option to reduce carbon footprint while still meeting the operational needs to run longer hours with no charging required.
A hydrogen fuel-cell-powered forklift and a battery-powered forklift differ in several ways, including the source of power, operating time, and refueling/recharging time.
In conclusion, Doosan Bobcat's showcase of rebranded equipment and hydrogen fuel cell forklift at ProMat 2023 highlights the company's commitment to providing innovative solutions for a more sustainable future.
The company's transition to the Bobcat product portfolio will provide customers with a wider range of options to meet their toughest challenges.
The hydrogen fuel cell forklift showcased offers a viable option for warehouses operating multiple shifts, reducing their carbon footprint while still meeting their operational needs.