Doosan Bobcat rebrands RYAN turf equipment to Bobcat
5 Oct 2023
Brand transition of newly-acquired company in line with Bobcat’s global brand strategy
Doosan Bobcat has announced the rebranding of RYAN turf renovation equipment under the Bobcat trade dress starting from 2024, as the compact equipment giant expands its global branding strategy.
Doosan Bobcat acquired the RYAN brand in 2020, which was part of the acquisition of BOB-CAT Mowers and the Steiner and Ryan brands from Schiller Grounds Care. RYAN has produced trusted turf renovation equipment for more than 75 years and features a unique product line-up that includes aerators, sod cutters, dethatchers, power rakes, overseeders and other speciality products that serve landscaping and ground-care professionals across a variety of industries including golf, sports turf, landscaping and rental.
After Bobcat’s recent success in new product lines such as mowers, compact tractors and grounds maintenance equipment, the company has streamlined its branding approach to strengthen overall brand equity, market recognition and consumer recall of all product offerings. According to the company, the transition aims to create “a cohesive customer experience and grow the organisation’s footprint, making the brand more accessible to more customers in more places”.
Scott Park, Doosan Bobcat CEO, said: “Bobcat has been a recognised name for decades - known for its toughness and versatility. We are proud to extend the brand to new product categories so we can empower even more people to accomplish more.”
Earlier this year, Doosan Bobcat announced its Doosan Industrial Vehicle and Doosan Portable Power brands would transition into the Bobcat product portfolio in Europe, Middle East, Africa and applicable markets worldwide in 2024.
Jeongwon Park, Vice President of Marketing and Channel Development at Bobcat EMEA, said: “The Bobcat brand has experienced significant growth in recent years, and we acknowledge the potential to expand the brand in bold and innovative ways by introducing it into new product categories and growing their potential under one roof.”
With this refreshed identity, RYAN products will undergo design and aesthetic changes in alignment with current Bobcat branding. The turf renovation equipment is produced at the Doosan Bobcat manufacturing facility in Johnson Creek, Wisconsin, USA, and will continue to be manufactured there following the brand transition.
Bobcat-branded RYAN equipment, along with its newly rebranded material handling and portable power, is expected to be available for customer purchase through Doosan Bobcat’s extensive global dealer network in 2024. Bobcat and these rebranded product lines will proudly remain part of the broader Doosan Group portfolio.