In my capacity as Regional Sales Manager with responsibility for the Global Construction & Infrastructure (GCI) segment of Caterpillar’s product line, I have had the privilege to oversee the New Product Introduction (NPI) of the Next Generation Caterpillar excavator range, with the first launch on Australian soil being to William Adams customers in February 2018.
Regional Sales Manager
With the first significant wave of Next Gen units arriving in May and June, customer confidence and pre-orders resulted in subsequent deliveries that ensured Caterpillar restored its market leadership position within the 20- 30 tonne excavator segment of our market, so to the customers that embraced this industry first technology platform I certainly express our appreciation.
The roll out of the complete line of Next Gen excavators continues with the 336 & 336 GC models now released, and we will see the 330 & 330 GC early in 2019.
Speaking of the GC strategy of providing a reduced specification model variant, with less integrated technology and often less complicated emission hardware, Caterpillar will extend this to other product lines like articulated trucks and vibratory soil compactors as part of over 20 new GCI models to be released in 2019 as we attempt to meet all customer’s needs. This will also be combined with the release of a new range of Cat designed and built micro excavators. It is certainly an exciting time to be part of the William Adams sales team!
Our 2017-18 financial year produced a record company result for retail unit deliveries, and we further extended our overall market leadership position within the GCI product line, while doubling our sales of mini excavators (308E2 down) to elevate ourselves into 2nd position within the highly competitive and price sensitive Building Construction Products (BCP) market. This success is testimony to Caterpillar products and the value of the technology they are releasing, as well the investment that Dale Elphinstone and the Executive Management group are making within the William Adams business to ensure we have adequate inventory, people, facilities and the tools to deliver on the differentiated Caterpillar product support promise.
There is no doubt that the rapid growth of the industry and our business has challenged our capacity in some areas. We have recently embarked upon an aggressive recruitment program to further invest in our most valuable asset - our people. Initiatives like for the first time taking a mid year apprentice intake in addition to our standard January intake demonstrates our commitment to build the capability we need to meet your needs.
We are also focusing heavily on building our technology sales and support capabilities. On the other end of the technology scale, and on a personal note many of you are aware I have a personal interest in the history and legacy of Caterpillar and William Adams. It certainly makes me proud to represent Caterpillar as they approach their centenary in 2025 and represent an Australian owned business that has been operating continuously since 1884. William Adams is the sixth oldest Caterpillar dealer globally having represented Caterpillar since 7th April 1926. The local Chapter of the Antique Caterpillar Machinery Owners Club (ACMOC) of which I am a founding executive member, now boasts the highest number of members of any Chapter around the world including the USA, further testimony to the integrity and legacy of the Caterpillar brand in Australia.
While the technology may have differed back in 1925, our core values remain the same and it is with these values I look forward to being part of the team to ‘transfer the belief’ and help our customers succeed every day.