The logistics market has recently acquired a new brand of forklift trucks: Bobcat. The brand is world famous for an extensive range of compact machines, which are used in construction, the agricultural sector, landscaping, demolition, recycling and many other industries. Bobcat loaders and telehandlers, which can be equipped with attachments such as buckets, grabs, bale clamps, dump hoppers and pallet forks, are often used for material handling and logistics tasks. It is therefore no surprise that products from sister company – Doosan Industrial Vehicle (DIV) – forklift trucks and warehouse equipment – are now part of the Bobcat family. These material handling machines will be produced in the well-known Bobcat colours from 1st January 2024.
Marketing Supervisor Material Handling at Doosan Bobcat
Jan Droogendijk, Marketing Supervisor Material Handling at Doosan Bobcat spoke to Warehouse & Logistics News.
What are your best-known products/solutions/services?
We are known for manufacturing various types of material handling equipment, including forklifts and warehouse equipment. Our best-known products include various models of counterbalanced forklifts (IC and Electric drive) designed for different applications, such as warehouse operations, manufacturing and logistics.
How is your industry sector performing at the moment?
After a few years where we experienced an overheated demand in the market, we believe that the market is now returning to normal in 2023. Supply and demand are getting back into balance, relieving some of the stress on the supply chain we have experienced as an industry in the last few years.
Which industry sectors are your customers in and which ones are growing fastest?
We serve a diverse range of industries globally. Our customers span from logistics and warehousing to manufacturing, construction and beyond. We are recognised as a preferred supplier particularly in the timber, metal and manufacturing industries with a track record of satisfied and returning customers thanks to the reliability and longevity of our forklifts.
Which areas of your business are the best performing?
We have established a strong presence and continued expansion in the timber, metal and manufacturing sectors, supported by our robust dealer network. This network spans the UK and the broader EMEA region and comprises dedicated professionals with extensive knowledge and expertise in these industries. Our network is adept at delivering tailored solutions to customers, encompassing sales, rental, service and spare parts offerings. The success achieved in these sectors has contributed to our overall growth.
What sets your company apart as a supplier in your category?
We pride ourselves in bringing real value to our customers. Though we stay abreast of all new technologies and innovations, we still aim to keep our products simple and reliable for our customers. This mindset has made sure we are able to offer forklifts to our customers that bring down their TCO without comprising on reliability, safety and comfort.
What are your most recent product innovations?
We have recently launched two high-capacity electric counterbalanced forklift series (B80NS and B60NX). These forklift series have a load capacity between 6 and 10 tonnes. Depending on the application and customer demands, we are offering an entry-level solution (B60NX series) and a premium solution (B80NS series).
What are the major trends and developments affecting your category and your customers, and how are you responding?
We see a growing shift of IC to Electric in almost all product categories, but especially in the heavier load capacities. Where capacities above 5t used to be a market dominated by diesel forklifts, we have noticed a growing demand for electric drives. To meet this demand, we launched electric counterbalanced forklifts with a load capacity between 6 and 10 tonnes in 2023.
The search for more alternative energy solutions is ongoing in our market. We are also continuing to research alternatives and resulting from this, we showed a new concept hydrogen forklift earlier this year at LogiMAT.
How were business levels in 2023 compared to previous years?
Just as the whole market, we have seen demand that has normalised after 2 years of exceptional demand.
What is your strategy for succeeding in 2024 and how do you plan to grow your business?
As we finalise our rebranding transition at the start of 2024 from Doosan to Bobcat, we look forward to growing our business with this well known and exciting brand.
We look to further strengthen overall brand equity, market recognition and consumer recall of all product offerings. The transition will create a cohesive customer experience and grow the organisation’s footprint, thus making the brand accessible to more customers and in more places.
Can you tell us about any areas where you’re currently making technical advances e.g. safety, sustainability, environment?
We have talked about our new electric counterbalanced forklifts with a load capacity between 6 and 10 tonnes launched earlier this year and the new concept hydrogen forklift shown at LogiMAT. We will continue in our search for more alternative energy solutions to meet market demands for sustainability. Elsewhere in Doosan Bobcat, the company unveiled the world’s first all-electric compact track loader – the Bobcat T7X in 2022 – and this year took this further with the introduction of the Bobcat S7X, the world’s first all-electric skid-steer loader. Doosan Bobcat also stepped beyond industry expectations with the unveiling of its new concept track loader, the Bobcat RogueX. This next-generation concept machine explores the capabilities of electric power, autonomous operation and dual lift-arm geometry.
Do you invest in staff training and skills development?
At our company, we’re all about helping our employees grow. We offer access to LinkedIn Learning and various instructor-led training options. Plus, we encourage everyone to explore additional external training opportunities that can boost their skills and career. We believe in giving our team the resources they need to develop and succeed.
What is the company’s commitment to social responsibility?
Within social sustainability, Doosan Bobcat supports the development of health and safety projects that aim to ensure that our employees are in good health and feel protected. We are dedicated to creating a supportive, diverse and inclusive work culture where diverse talents can collaborate and thrive. We have a robust, ongoing Community Engagement strategy, which stands on three pillars – Education Support, Environment Preservation and support of Local Communities in need. One of the best examples of community engagement support is the Bobcat Community Engagement Day that has been running since 2014. In 2023 in the EMEA region, over 400 executives and employees participated in volunteering activities organised in 7 countries.
Are you helping customers boost the level of automation in their business?
As we are a provider of equipment and not software at this point, it’s in our trucks that we are also investigating where we can automate. This year we have also begun a partnership with Kollmorgen. The objective is to innovate and build efficient, sustainable and reliable custom made AGVs that exceed customers’ future requirements.
Do you help customers maximise the use of their existing warehouse space?
Our products are always designed with maximising the existing warehouse spaces and with our customers in mind. For instance, we aim to make sure the turning radius of our warehouse specialised equipment like our smaller electric counterbalanced forklifts have the smallest turning radius possible.
Will you be investing in your premises over the next 12 months?
Most of our Material Handling workforce is based in Sint-Niklaas, Belgium. This branch of the company, which has now been renamed Doosan Bobcat Belgium, will undergo a number of changes, involving an investment of approximately two million euros. The offices are being renovated and refurnished in the Bobcat corporate identity, to create a modern and attractive workplace. In addition, the facilities for technical inspections, pre-delivery inspections and service are being expanded and modernised. For example, new lift bridges and a spray booth are being installed.
How future proof and flexible are your solutions?
Our solutions are designed with a focus on future-proofing and flexibility. We integrate technologies and modular designs that can adapt to evolving industry trends and changing operational needs. For instance the hydrogen concept forklift we displayed at LogiMAT is the electric forklift we offer today in the market, with a fuel cell integrated into it.
Whether it’s integrating the latest advancements in forklift technology or offering customisable features to meet specific requirements, our commitment is to provide solutions that remain versatile and resilient in the face of future challenges.
What exhibitions can we expect to see your company exhibiting at in 2024?
LogiMAT in Stuttgart.
How would you sum up your company in three words?
Tough, Agile and Versatile
DOOSAN BOBCAT.
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