The Future of Material Handling: Doosan Bobcat's Rebranded Equipment and Hydrogen Forklift

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.

Key Takeaways

Doosan Bobcat rebranded its equipment to become part of the Bobcat product portfolio, offering customers a wider range of options for their toughest challenges.
Doosan Bobcat showcased a new hydrogen fuel cell-powered forklift concept at ProMat 2023. This forklift will be developed under the Bobcat product portfolio, and it offers longer operating times and faster refueling, making it a great option for applications that require extended use and quick refueling turnaround.
Hydrogen-fuel-cell-powered forklifts offer several advantages over battery-powered forklifts, including longer operating times, faster refueling, and higher steady voltage, which can improve labor efficiency and productivity.

Doosan Bobcat rebrands its equipment

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 Equipment	Load Capacity	Model Range
GC25S-9 Internal Combustion Cushion Tire Forklift	5,000 lbs	3,000 – 12,000 lbs
G25E-7 Internal Combustion Pneumatic Forklift Truck	5,000 lbs	3,000 – 15,500 lbs
B20SU-9 Cushion Electric Stand-up Rider	4,000 lbs	3,000 – 4,000 lbs
BER30S-9 Walkie Rider Pallet Truck	6,000 lbs	6,000 – 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 Equipment	Load Capacity	Model Range
D25S-9 Internal Combustion Pneumatic Diesel Forklift	5,000 lbs	4,000 – 7,000 lbs
D70S-9 Internal Combustion Pneumatic Diesel Forklift	15,500 lbs	13,500 – 20,000 lbs
BOP15S-9 Electric Order Picker	3,000 lbs	3,000 lbs
BR20SP-7P Electric Pantograph Reach Truck	4,000 lbs	3,500 – 4,000 lbs
B30X-7 Hydrogen Fuel Cell Concept Forklift	6,000 lbs	5,000 – 7,000 lbs

Doosan Bobcat transition frequently asked questions (FAQ)

What are the brand changes Doosan Bobcat announced?

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.

Why is Doosan Bobcat making this change?

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.

What is Doosan Industrial Vehicle (DIV)?

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.

Hydrogen fuel cell forklift showcased

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.

Hydrogen fuel cell offers several advantages

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.

Source of power: An electric forklift runs on a battery that stores electrical energy. A hydrogen fuel cell forklift, on the other hand, uses a hydrogen fuel cell to produce electricity through a chemical reaction between hydrogen and oxygen, providing a longer operating time.
Refueling/recharging time: Battery-powered forklifts need to be recharged after a period of work. Charging can take many hours; time for the battery to cool is also recommended. Hydrogen fuel cell forklifts do not have the same constraints. The fuel cell can be refueled in three minutes or less, allowing for less downtime. Once refueled, the fuel-cell-powered forklift can return to work immediately, without delay.
Operating time: Hydrogen-fuel-cell-powered forklifts can run longer at a higher steady voltage than battery-powered forklifts. Longer run times improve labor efficiency, and higher voltage improves labor productivity.

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.