Following the acquisition by Hyundai Heavy Industries, Doosan Infracore will be rebranded. The new name has not be announced but will be revealed at Conexpo 2023 and will be a global change.
Hyundai's strategy will be to have 2 independent brands with Doosan's future line still competing in good faith against Hyundai. Doosan is looking to continue the expansion of its dealer network in the United States and doesn't see many dealers carrying both brands.
The acquisition of Doosan Engine will also allow Hyundai to insource its engine production.
Hyundai draws parallels between this merger and dual-branding strategy to its Hyundai and Kia automotive lines. When Hyundai acquired Kia, they continued to run the brands as two separate entities boosting Hyundai to a top 3 automaker worldwide.
Hyundai has alleviated the financial strain that Doosan was under allowing them to advance their product development strategy. Doosan has announced the rollout of up to 35 new products over the next 2 years.
In 2022, we will see their new dozer (DD100) and compact excavator (DX35, DX45, DX50) lines as well as the “-7” next generation of crawler excavators. These larger excavator models include the zero-tailswing DX140LCR-7, the DX350LC-7, and the large DX800LC-07. Doosan has ambitions to expand its line-up to include a 100-ton machine by the end of 2023.
