Helsham explains reasons behind ditching Moxy

Doosan wants to help dealers with complete proposition

Moxy had plans for a 50t ADT but Helsham said that it was impractical for now
Moxy had plans for a 50t ADT but Helsham said that it was impractical for now

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Doosan Infracore's CEO Tony Helsham has told PMV that the company dropped the Moxy brand from its new range of ADTs to complement its range of heavy excavators and wheel loaders.

Doosan bought Norwegian articulated dump trucks (ADTs) pioneer Moxy in 2008 but with its two newest models the DA30 and DA40 has dropped the famous marque. 

"We’ve learnt a great deal from Bobcat in terms of branding and we will be keeping it. With Moxy we see a chance to grow in our other markets," he said. "We recognise that developing the ADT product line creates a value proposition with our heavy excavators and wheel loaders – creating a complete material handling and transport system. Our dealers expect quality with the right options to provide the lowest total cost of ownership."

Doosan is now in fifth place in the global league of the world’s leading manufacturers. Helsham attributed this success in to expansion in markets like China and Korea, but added that the Middle East and Europe remain crucial to the company's progress.

"Our business in Europe and the Middle East grew by more than 55% from 2009 in heavy excavators and by 45% in compact equipment. We are also seeing a significant increase in demand in the market for our ADTs and we are actively preparing our dealer network to meet this new demand," he said.

He also revealed that Doosan dealer Saudi Desal also attended the launch in Norway, bringing over its own clients to see the machine. 

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PMV Middle East - December 2018

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