www . refrigerationandaircon . co . za RACA Journal I May 2024 3
News
GOSCOR LIFT TRUCKS INTRODUCES NEWLY BRANDED BOBCAT FORKLIFTS
Edited by Eamonn Ryan
Goscor Lift Trucks ( GLT ), a key player in the industrial warehousing equipment sector , has announced the rebranding of its premier forklift brand , Doosan , which will now be supplied under the Bobcat livery .
This is in line with the global Doosan Bobcat rebranding strategy . Bobcats are widely used in the cold chain , especially in the larger distribution centres .
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 . In 2021 , Doosan Bobcat took over the entire organisation , including manufacturing facilities in Incheon ( Korea ), Yanta ( China ) and Lübben ( Germany ). Presently , the company operates in over 90 countries .
As a prominent member of the Goscor Group , GLT has been a provider of industrial warehousing equipment solutions since 1984 . “ Recognised for its extensive range of electric and dieselpowered 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 ,” says 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 2023 – Movexx range of electric tugs , along with Sunlight batteries and energy solutions .
Barber , who has been with Goscor for over two decades , 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 firsthand experience in this domain .
In the earlier part of this year , GLT underwent its own corporate rebranding , aligning with the Goscor Group ' s commitment to enhancing customer uptime across various industries .
As of 1 January 2024 , Doosan Bobcat ( DIV ) forklift trucks and warehouse equipment will carry the well-known Bobcat colours . With the transition of Doosan to Bobcat forklifts , GLT Trucks is to be part of the renowned Bobcat family , known globally for its compact machines used in construction and agriculture industries across South Africa .
Under the Goscor umbrella , Bobcat loaders and telehandlers will continue to be sold through the Goscor Earthmoving Equipment business unit .
Supplied by Goscor
Kasha Vorster , marketing manager at Goscor Lift Trucks , noted the stepped transition from Daewoo to Doosan , and now to Bobcat – highlighting the international recognition and reputation associated with the name .
“ The current rebranding initiative does not entail a change in the equipment ' s manufacturing or technology . Instead , it was simply a shift in branding from the infamous orange Doosan branding to the white Bobcat branding , with the same high-quality machinery now bearing the iconic Bobcat name ,” she explains .
While Doosan forklifts will cease to be manufactured , there remains a considerable number of them in the country ’ s aggregate inventory , and Vorster says they will continue to be serviced though with a gradual transition of Goscor ’ s short-term hire machines from the yellow Doosan branding to the white Bobcat branding . “ While the aesthetic appeal of the Bobcatbranded forklifts is self-evident , the core functionality and quality of the machines remains unchanged .
" We always ensure that our product solution offering aligns with customer requirements and expectations . Our professional approach ensures that we provide the best advice and the correct machine specification for each application to avoid unnecessary frustration and downtime ."
Regarding the future of the industry , the company anticipates ongoing technological developments by original equipment manufacturers ( OEMs ) aimed at improving machine efficiency . While lithium-ion technology is already in use and gaining traction , there ' s also ongoing research into other technologies , including more efficient forms of fossil fuels and greener alternatives .
" In the next one to five years , we expect to see further advancements in technology ," comments Vorster . " Companies are exploring various avenues to make machines more efficient and environmentally friendly ." RACA
SOURCE : Goscor
Bobcat loaders and telehandlers will continue to be sold through the Goscor Earthmoving Equipment business unit .
www . refrigerationandaircon . co . za RACA Journal I May 2024 3