Ryan turf renovation equipment transitions to Bobcat
Bobcat has expanded its global branding strategy as Ryan turf renovation equipment rebrands under the Doosan Bobcat trade dress in 2024.
Following the company’s success in new product industries such as mowers, compact tractors and grounds maintenance equipment, Bobcat has streamlined its branding approach to strengthen overall brand equity, market recognition and consumer recall of all product offerings. The transition aims to create a cohesive customer experience and grow the organization’s footprint, making the brand more accessible to more customers in more places.
“Bobcat has been a recognized 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,” said Scott Park, Doosan Bobcat CEO and vice chairman.
Earlier this year, Doosan Bobcat announced its Doosan Portable Power, Doosan Industrial Air and Doosan Industrial Vehicle brands would transition into the Bobcat product portfolio in North America and applicable markets worldwide in 2024.
“The Bobcat brand has grown tremendously over the past years, and we recognize the opportunity to further unleash the brand in bold, new ways by extending it into new product categories as we grow our brand portfolio,” said Laura Ness Owens, Doosan Bobcat vice president of global brand and North American marketing.
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, and will continue to be manufactured there following the brand transition.
Bobcat-branded Ryan equipment, along with its newly rebranded portable power, industrial air and material handling, 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.