6,306 $m
Caterpillar is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, and diesel-electric locomotives. Caterpillar continues to maintain consistency across all touchpoints, most notably through its communications and dealerships. As the company continues to grow through acquisition, this branding expertise is paying off, as shown by the seamless incorporation of Bucyrus into the brand. R&D investment is at a record USD $2.3 billion, and focus on customers has enabled Caterpillar to gain insight into future needs. In 2011, the company launched the most innovative truck on the market, the CT660, focusing on its application in business rather than just the vehicle itself. Other recent initiatives include: caterpillaruniversity.com (to help customers learn about products) and a website and app to support customers’ rental needs. It’s no wonder Caterpillar’s global sales dwarf those of competitors. Still, highly publicized labor disputes could damage Caterpillar’s performance and image.