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Bobcat unveils powerful 'tools of tomorrow' for EMEA market

DUBAI, October 22, 2020

Bobcat, a leading construction equipment manufacturer and part of Korean group Doosan, has announced the Europe, Middle East and Africa (EMEA) launch of ‘Next is Now’ campaign that will see the company reinvent the compact industry.
 
Inspired by the Next is Now philosophy, Bobcat is launching an unprecedented number of new products and product categories. 
 
In the company’s first 60 years, Bobcat created the Global Compact Equipment Industry and changed how the world works. That was then. 
 
With ‘Next is Now’ the company is reinventing everything. In fact, Next is Now ensures what’s next for the industry is happening right now at Bobcat. 
 
Creating the tools of tomorrow: More powerful, more efficient products that offer the agility, versatility and toughness that have made Bobcat famous. Combined with very significant product diversification and expansion into new markets and complemented by more intelligent, more connected technologies and services that reshape how work gets done. 
 
With this new mantra, Bobcat will be launching new products, entering new markets and offering even more innovative customer solutions than ever before, said its top official. 
 
"With Next is Now, Bobcat is empowering people to work more efficiently and to enable them to achieve more than ever before. We are advancing more powerful, more efficient and smarter equipment and technologies in an expansion that offers an enhanced and much wider choice of products to increase opportunities for our customers," remarked Gustavo Otero, President of Doosan Bobcat EMEA.
 
Over the last sixty years, Bobcat has gone through many changes, but throughout the company has maintained its compact market leadership with outstanding quality, workmanship and ingenuity, stated Otero.  
 
Bobcat is using the same ingenuity to launch Next is Now at the company’s largest ever virtual launch event in EMEA, he noted. 
 
Whilst this is a new platform reflecting current circumstances, Bobcat is embracing digital technology to launch innovative products into both new and existing markets. 
 
The company is not just aiming to be the global leader in compact construction equipment; the goal is to lead the entire compact equipment industry. That means a wider product line, more frequent product updates and innovative designs and technologies that will force competitors to play catch-up, he stated.
 
Roy Haaker, VP (Sales and Marketing) for Doosan Bobcat EMEA, said: "Inspired by the Next is Now philosophy, Bobcat is launching an unprecedented number of new products and product categories."
 
A new range of small articulated loaders; light compaction range and new Bobcat innovations and technologies will be introduced into the EMEA market soon.  
 
"In addition to this, Bobcat is presenting new technology, showing the industry where it will be heading now and in the future," explained Haaker. 
 
To expand the company’s loader product portfolio and to strengthen the company’s position as the world leader in compact equipment, Bobcat is entering the Small Articulated Loaders (SALs) market, he added. 
 
It is entering the SAL market with two models, the L23 and L28, designed and built by the company in Bismarck in North Dakota, US. 
 
With the new Bobcat SALs, the traditional attributes of high performance in a compact size, agility and versatility are now complemented by a light touch on the ground and increased lift capacity for lower weight machines. All of this is provided in comfortable, easy-to-drive vehicles that are also easily transported by trailer, it stated.
 
The company is expanding its loader portfolio to provide customers with more choice of Bobcat products, with optimized characteristics for specific applications in construction, rental, agriculture, landscaping, road works, material handling and many other industries, it added.



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