Rebranding of premier forklift brand

Key player in the industrial warehousing equipment sector Goscor Lift Trucks (GLT) announced the rebranding of its premier forklift brand, Doosan, which will now be supplied under the Bobcat livery in line with the global Doosan Bobcat rebrand strategy.

Bobcat forklifts have a rich history dating back to 1968 when the first forklift was manufactured in South Korea under the Daewoo brand. In 2005, Doosan acquired the company, leading to the formation of Doosan Industrial Vehicle (DIV) in 2011, with Doosan Bobcat taking over the entire organisation, including manufacturing facilities in Incheon, Korea, Yanta, in China and Lübben, in Germany, in 2021.

The company currently operates in over 90 countries.

As a prominent member of the Goscor Group, GLT has been a “trusted provider” of industrial warehousing equipment solutions since 1984.

“Recognised for its extensive range of electric- and diesel-powered forklifts, along with exceptional after-sales service, GLT has established itself as a dynamic forklift company offering comprehensive warehousing solutions with the lowest total cost of ownership. Today, GLT is a leading supplier in the South African materials handling industry,” affirms GLT business development director Patrick Barber.

GLT has a history of supplying world-renowned brands such as Crown, Bendi, Dec, Doosan and, as of mid-year last year, the Movexx range of electric tugs along with Sunlight batteries and energy solutions.

Barber asserts that with his involvement in the conversion of Daewoo forklifts to the Doosan brand in 2005, GLT is well-acquainted with the process of forklift rebranding, drawing from his first-hand experience in this domain.

Earlier last year, GLT completed its own corporate rebranding, aligning with the Goscor Group’s commitment to enhancing customer uptime across a variety of industries.

As of January 1, 2024, DIV forklift trucks and warehouse equipment will “proudly carry the well-known Bobcat colours”. With the transition of Doosan to Bobcat forklifts, GLT is “proud to be part of the renowned Bobcat family”.

Under Goscor, Bobcat loaders and telehandlers, will continue to be sold through Goscor Earthmoving Equipment business unit, reinforcing Goscor Group’s commitment to providing “trusted equipment solutions” and positioning itself as a brand that is professional, on-point, vibrant and engaging for the future.