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

Published on October 4, 2023

Doosan Bobcat, Inc., a company within Doosan Group, has expanded its global branding strategy as it announces its RYAN® turf renovation equipment will rebrand under the Bobcat trade dress in 2024. RYAN equipment joined the Doosan Bobcat portfolio in 2020, following the acquisition of BOB-CAT Mowers and the Steiner and RYAN brands of grounds maintenance equipment from Schiller Grounds Care, Inc. RYAN has produced trusted turf renovation equipment for more than 75 years and features a unique product lineup including aerators, sod cutters, dethatchers, power rakes, overseeders and other specialty products that serve landscaping and grounds care professionals across a variety of industries including golf, sports turf, landscaping and rental.

Rebranded Products Shown at Equip Exposition 2023

WEST FARGO, N.D. (Oct. 4, 2023)Doosan Bobcat, Inc., a company within Doosan Group, has expanded its global branding strategy as it announces its RYAN® turf renovation equipment will rebrand under the Bobcat trade dress in 2024. Bobcat, a global compact equipment, innovation and worksite solutions brand, invented the compact equipment industry when it introduced the first compact loader in 1958.  

RYAN equipment joined the Doosan Bobcat portfolio in 2020, following the acquisition of BOB-CAT Mowers and the Steiner and RYAN brands of grounds maintenance equipment from Schiller Grounds Care, Inc. RYAN has produced trusted turf renovation equipment for more than 75 years and features a unique product lineup including aerators, sod cutters, dethatchers, power rakes, overseeders and other specialty products that serve landscaping and grounds care professionals across a variety of industries including golf, sports turf, landscaping and rental.   

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, Wis., 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.   

The Bobcat-branded turf renovation products will be displayed in the Bobcat indoor booth (#3052) at Equip Exposition in Louisville, Ky., from Oct. 17-20.  

About Bobcat  
Since 1958, Bobcat Company  has been empowering people to accomplish more. As a leading global manufacturer of compact equipment, Bobcat has a proud legacy of innovation and a reputation based on delivering smart solutions to customers’ toughest challenges. Backed by the support of a worldwide network of independent dealers and distributors, Bobcat offers an extensive line of compact equipment, including loaders, excavators, compact tractors, utility products, telehandlers, mowers, attachments, implements, parts, and services. In 2024, Bobcat will expand its brand with the addition of portable power, industrial air, industrial vehicle and turf renovation offerings. Headquartered in West Fargo, North Dakota, Bobcat continues to lead the industry with its new and innovative offerings.      

The Bobcat brand is owned by Doosan Bobcat, Inc., a company within the Doosan Group. Committed to empowering people to accomplish more, Doosan Bobcat is dedicated to building stronger communities and a better tomorrow.        

©2023 Doosan Bobcat, Inc. All rights reserved.

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