Heavy Equipment
Hyundai Doosan Rebrands Its Construction Equipment
The name on HDI construction equipment will change to Develon.
Hyundai Doosan Infracore (HDI) has dropped the name ‘Doosan’ from its construction equipment and replaced it with ‘Develon’ – a name coined from the words ‘Develop’ and ‘Onwards’ – as it focuses on electrification and automation.
According to the OEM, the new name is meant to convey HDI’s focus on the future through innovation and the company’s intention to transform the world with innovative construction products and solutions.
The renaming comes barely two years after HDI became a subsidiary of Hyundai Heavy Industries (HD Hyundai).
HDI, however, will continue as a subsidiary of the Hyundai Genuine Group. On the other hand, Bobcat will remain part of the Doosan Bobcat business within the Doosan Group.
Achieving performance targets
Cho Young-cheul, the CEO of HDI, said their three construction equipment units had already solidified their statuses as key business pillars of HD Hyundai while building a foundation for achieving performance targets and creating synergistic effects among them, amid the fast-changing global economic environment.
“Develon will lead the future market of electrification and automation to spur growth and continue to be a brand of choice for our customers,” Cho said.
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The three business units under HD Hyundai are Hyundai Genuine (which is Hyundai Heavy Industries Group’s intermediate holding company in construction machinery), Hyundai Construction Equipment, and HDI.
Following the changes, the company will now embark on changing the brand at local dealers for both signage and machine decals.
Customers are likely to see newly branded machines on job sites by the end of June.
Social media campaign
HDI is also preparing to release a new social media campaign dubbed ‘New Brand Showcase’ by the end of February to raise awareness about the latest changes.
The company will also showcase equipment with the new Develon brand at the ConExpo-Con/Agg in Las Vegas, United States, next month.
The rebranding has been in the works since August 2021 when HDI became a subsidiary of HD Hyundai after the latter acquired a 35% stake in Doosan Infracore for $735 million from Doosan Heavy Industries & Construction Co.
The OEM now says it will “leap forward to becoming a global top-tier player in the construction equipment industry” with the launch of the new brand.
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