Doosan Bobcat Expands Global Brand Strategy – RYAN Turf Renovation Equipment Transitions to Bobcat Brand

Posted: 4 October 2023

Doosan Bobcat has expanded its global branding strategy as it announces its RYAN turf renovation equipment will rebrand under the Bobcat trade dress in 2024.

75 Years of Tradition Continues

RYAN equipment joined the Doosan Bobcat portfolio in 2020, following 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 including aerators, sod cutters, dethatchers, power rakes, overseeders and other speciality products that serve landscaping and groundscare professionals across a variety of industries including golf, sports turf, landscaping and rental.

Streamlining Branding Approach

Following the company’s success in new product lines 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.

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.

“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,” said Jeongwon Park, Vice President of Marketing and Channel Development at Bobcat EMEA.

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.

READ MORE

View all
Bobcat Launches New Family of Rotary Telehandlers Bobcat Launches New Family of Rotary Telehandlers

Bobcat Launches New Family of Rotary Telehandlers

12 March 2024

Bobcat has launched a new range of Rotary Telehandlers for markets in Europe and the Middle East and Africa.
Bobcat Displays Extensive Material Handling Lineup at LogiMAT Bobcat Displays Extensive Material Handling Lineup at LogiMAT

Bobcat Displays Extensive Material Handling Lineup at LogiMAT

19 February 2024

LogiMAT 2024 will see the first showcasing of an extensive lineup of material handling products from Bobcat.
Bobcat Launches Revolutionary Air Compressor with FlexAir Technology Bobcat Launches Revolutionary Air Compressor with FlexAir Technology

Bobcat Launches Revolutionary Air Compressor with FlexAir Technology

15 February 2024

Following the introduction of the new Bobcat range of portable power products at the start of 2024, the company has launched the new PA12.7v Portable Air Compressor.
One Year Later: Doosan Bobcat Helped to Restore 553 Local Businesses in Earthquake-affected Turkey One Year Later: Doosan Bobcat Helped to Restore 553 Local Businesses in Earthquake-affected Turkey

One Year Later: Doosan Bobcat Helped to Restore 553 Local Businesses in Earthquake-affected Turkey

7 February 2024

Severe earthquakes that happened on 6 February 2023 in Turkey and Syria had a devastating consequence on more than 9 million people with over 240,000 buildings damaged or destroyed.
Bobcat Upgrades Compact Wheel Loader Portfolio Bobcat Upgrades Compact Wheel Loader Portfolio

Bobcat Upgrades Compact Wheel Loader Portfolio

1 February 2024

In 2021, Bobcat launched the company’s first compact wheel loader (CWL), the L85. In 2022, the company added the L75 value model and in 2023, Bobcat launched its top-of-the-range premium model, the L95.
Bobcat to show RogueX2 Autonomous Loader Concept for the first time at Intermat 2024 Bobcat to show RogueX2 Autonomous Loader Concept  for the first time at Intermat 2024

Bobcat to show RogueX2 Autonomous Loader Concept for the first time at Intermat 2024

19 January 2024

The Bobcat stand at Intermat 2024 will give an insight into what the company is developing for the construction industry of the future, together with new and existing products that provide customers with fresh solutions and increased productivity today.
Bobcat Shows New L95 Compact Wheel Loader and TL25.60 Super Compact Telehandler For First Time at Agritechnica Bobcat Shows New L95 Compact Wheel Loader and TL25.60 Super Compact Telehandler For First Time at Agritechnica

Bobcat Shows New L95 Compact Wheel Loader and TL25.60 Super Compact Telehandler For First Time at Agritechnica

13 November 2023

At Agritechnica 2023 in Hanover, Germany from 12-18 November 2023, the world's largest trade fair for agricultural machinery and equipment, Bobcat will debut a number of new products and technological developments for the first time at the show.
Bobcat Expands Global Manufacturing Footprint with New Facility in Monterrey, Mexico  Bobcat Expands Global Manufacturing Footprint with  New Facility in Monterrey, Mexico 

Bobcat Expands Global Manufacturing Footprint with New Facility in Monterrey, Mexico 

8 November 2023

Doosan Bobcat, a global compact equipment, innovation and worksite solutions brand, announced today intentions to expand its footprint with a new manufacturing facility in Monterrey, Mexico, anticipated to begin production in early 2026. 
Bobcat Machine IQ System Now Available as a Subscription Service with Standard and Premium Package Options Bobcat Machine IQ System Now Available as a Subscription  Service with Standard and Premium Package Options

Bobcat Machine IQ System Now Available as a Subscription Service with Standard and Premium Package Options

12 October 2023

Bobcat, a global compact equipment, innovation and worksite solutions brand, has announced the launch of the company’s new Machine IQ telematics subscription service in Europe and Israel.
Doosan Bobcat Expands Global Brand Strategy – RYAN Turf Renovation Equipment Transitions to Bobcat Brand RYAN Turf Renovation Equipment Transitions to Bobcat Brand

Doosan Bobcat Expands Global Brand Strategy – RYAN Turf Renovation Equipment Transitions to Bobcat Brand

4 October 2023

Doosan Bobcat has expanded its global branding strategy as it announces its RYAN turf renovation equipment will rebrand under the Bobcat trade dress in 2024.