Peter MacLeod of Logistics Business recently engaged in a conversation with Jan Droogendijk, Product Manager of Material Handling at Bobcat EMEA, following the company's rebranding from Doosan. The discussion primarily focused on Bobcat's advancements in forklift technology, customer needs, and market positioning since the rebrand.
In a landscape increasingly shifting towards automation, Droogendijk explained that Bobcat positively responds to diverse customer requirements for forklift solutions. He mentioned, “If they need a forklift for two hours a day for a light duty application without the bells and whistles, we offer a good value truck for their money. If they need additional options to protect against the immense heat of a foundry application, we’ll build them one as strong as a tank!” This adaptability underscores Bobcat's focus on fulfilling specific operational demands.
The evolution of the forklift, according to Droogendijk, includes enhancements aimed at improving operator comfort and efficiency. He noted, “Today’s truck is equipped with luxury items like a heater, air conditioning, air suspension seat, and fingertip controls.” Such features aim to increase usability and improve the working conditions of operators, a stark contrast to older forklift models that prioritised raw functionality over user experience.
Safety enhancements represent another area where Bobcat has made significant strides. Droogendijk highlighted the integration of advanced safety systems such as the Guardian Stability System (GSS), which includes multiple safety checks that support operators during their tasks. He referenced features like ramp hold and an alert system that engages when the mast is tilted excessively, indicating a commitment to maintaining high safety standards in the industry.
Discussing the construction quality of Bobcat forklifts, Droogendijk asserted that the brand's choice of materials and components significantly contributes to the robustness and reliability of their machines. He stated, “If you’re building your forklift with the best components on the market with the best reputation – transmission, engine, gearbox, etc. – it’s tricky to not make a robust forklift!” This focus on quality materials, coupled with a heavier design for stability, distinguishes Bobcat in a competitive market.
Despite the rise of automation in warehousing, Droogendijk believes that forklifts retain a vital role. He noted that while many processes can be automated, certain tasks require the flexibility and versatility that only a forklift can provide. “As long as there are different circumstances, the forklift will always have a role because of its flexibility and versatility,” he stated, highlighting the machine's adaptability to varied logistic challenges.
As Bobcat continues to establish its identity in the market following the rebrand, Droogendijk remarked, “We’re starting to see Bobcat branded forklifts going out into the markets. You see them popping up at customer sites all over the place.” Acknowledging positive market feedback, he emphasised the beneficial cross-learning occurring between Bobcat’s forklift and compact construction equipment divisions, which share overlapping practices despite operating in different sectors.
The conversation provides a glimpse into the strategic efforts by Bobcat in navigating current trends in automated construction and warehouse logistics, reflecting the company's commitment to innovation and customer satisfaction in an evolving industry landscape.
Source: Noah Wire Services