Datsun? Daewoo? Doosan!

Walt Moore, Senior Editor | September 28, 2010

Except for among you Z-car enthusiasts, the name Datsun isn't well remembered today. But we all know the brand name that replaced it: Nissan. Likewise, the name Daewoo, which we had come to associate with a strong brand of earthmoving equipment, has been changed to a new brand designation: Doosan. And like the Nissan brand, the new Doosan brand on machines with the familiar orange paint will likely soon build market equity.

As you might remember,in April 2005, Doosan Corp., a 111-year-old South Korean company, acquired Daewoo Heavy Industries and Machinery, which had established itself as a significant supplier of hydraulic excavators,wheel loaders and compact equipment in the North American market.

To capitalize on Daewoo's market momentum, Doosan established Doosan Infracore America, Construction Equipment Division, and has actively advanced the development of its products, for example, by already introducing 15 Tier-III-compliant models — 10 DX-Series excavators and five DL-Series wheel loaders. According to the company, it ranks fourth in the global market for medium and large crawler excavators.

John Vandy, president and COO of Doosan Infracore America, Construction Equipment Division, has assured the industry that ongoing development will further enhance the new brand name and the machines that bear it. Among the company's plans for North America are more new models; a parts-guarantee program; a product-engineering department to guide machine-development/product-support efforts; a "remarketing" department to build market awareness for used machines; and continued development of the dealer network, which presently includes 70 distributorships and 130 locations.