In a major rebranding initiative, Doosan, a global leader in construction equipment, has officially transitioned to the name Develon. This strategic change signifies the company’s commitment to innovation and its vision for the future.
The rebranding will roll out across all global markets. This includes South Africa where Develon aims to strengthen its presence and continue delivering high-quality, reliable machinery.
The Genesis of Develon
The name Develon, a blend of “Develop” and “Onwards,” embodies the company’s forward-looking philosophy and commitment to progress.
While the name may initially seem hesitant and might require some time for people to become accustomed to it, company executives have acknowledged this potential challenge.
Pronounced to echo the phrase “developing onward,” Todd Roecker, vice president of growth initiatives at Doosan Infracore North America, explains that “Develon” should be said as one would say “develop,” but with an added “n” at the end.
The company detailed that “Develon” was chosen to symbolise its dedication to continuous innovation in the construction equipment industry. This name reflects their unwavering commitment to advancing technology and delivering exceptional equipment and services. It aims to highlight the company’s forward-looking vision and its drive to develop onward, offering cutting-edge solutions to its customers.
This rebranding effort follows Hyundai Heavy Industries’ acquisition of Doosan Infracore in August 2021. The integration under Hyundai Genuine allowed for a comprehensive brand reimagining. This aligned it with strategic goals and the latest technological advancements.
Hyundai Genuine envisions Develon becoming a top-tier global player in the construction equipment industry, leveraging its innovative approach to achieve new heights in performance and customer satisfaction.
Implications for South Africa
For the South African market, the rebranding to Develon represents both continuity and transformation. While customers can expect the same high standards of performance and durability from the machinery, the new brand underscores a commitment to innovative solutions tailored to local needs.
Develon’s equipment will continue to be familiar with its distinctive orange colour, but with new branding and updated decals reflecting the change.
South African dealerships have geared up for this transition, as new signage and branded materials were implemented in mid-2023. This strategic move was designed to ensure a smooth transition for customers and reinforce Develon’s commitment to the local market.
Technological Innovations
Develon’s rebranding is more than a name change; it heralds a significant leap in technological innovation. A standout feature of Develon’s new direction is the Concept-X project, the world’s first fully autonomous construction equipment solution. This pioneering technology highlights Develon’s commitment to leading the industry in automation and electrification.
Concept-X includes unmanned excavators, wheel loaders, and articulated dump trucks. All operate autonomously to enhance efficiency and safety on job sites.
In addition to automation, Develon is heavily investing in sustainable technologies. Developing electric and battery-powered mini excavators is part of the company’s strategy to provide environmentally friendly options that reduce emissions and operational costs.
These initiatives are aligned with global trends towards sustainable construction practices and demonstrate Develon’s dedication to greener solutions.
Enhancing Global and Local Strategies
Develon’s global strategy included a prominent presence at major industry events such as CONEXPO-CON/AGG 2023 and core future events. These events provide a platform for Develon to showcase its latest innovations and solidify its new brand identity on the global stage.
The company plans to unveil its latest equipment and technologies at these gatherings, highlighting its advancements in automation and sustainability.
In North America, Develon supports an extensive network of over 180 dealer locations, ensuring exceptional parts availability and customer service. This robust support system will be mirrored in South Africa, ensuring that customers have access to the best possible service and product availability.
By maintaining strong dealer relationships and providing comprehensive support, Develon aims to enhance customer satisfaction and loyalty.
A Vision for the Future
Develon’s transition from Doosan is not just a rebranding exercise but a strategic shift towards a future-oriented vision. This vision encompasses a commitment to innovation, sustainability, and excellence.
Develon aims to be at the forefront of the construction equipment industry, setting new technology and customer service standards.
For South African customers, this rebranding promises enhanced products and services. Develon’s focus on cutting-edge technology and sustainable solutions will provide customers with advanced equipment that meets the highest standards of efficiency and environmental responsibility.
The company’s dedication to innovation ensures that customers will benefit from the latest advancements in construction equipment technology.
Final Thoughts
The transition from Doosan to Develon marks a new chapter in the company’s history. For South African customers, this change brings the promise of continued excellence in construction equipment, backed by a commitment to innovation and sustainability.
As Develon moves forward, it invites its customers and partners to join in building a future defined by technological advancements and progressive solutions.
