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.