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Company Profile

William Adams Pty Ltd

William Adams has over 90 years of association with Caterpillar. It’s an alliance that dates back to 1926 – just a year after the first Caterpillar branded two-ton tractor, the Caterpillar Sixty rolled off the assembly line.

Eight decades of partnership has cemented robust links between the two companies. Today, we lead the way with great products, unrivalled product support and, of course the best asset in business, our people.

The William Adams story dates back to 1884 when William John Adams began a trading business marketing famous brands of railway equipment in the booming Melbourne economy. It soon became a merchant company of note, featuring a remarkable line-up of products.

Agency lines and store fronts multiplied, selling everything from light globes to whale oil. The company prospered and built a reputation that remains with us today. Linking the best in engineering skill, marketing and technical expertise to the most durable brands available, William Adams forged a template for success that now spans over 125 years.

Today the company is synonymous with one brand – Caterpillar. Gone are the varied product lines, what remains is a commitment to customer service, respect and integrity.

With over 90 years as a Caterpillar Dealer, William Adams has proudly made its mark. We’ve helped build the roads and highways, city skyscrapers and industrial heartlands. We have built dams for water and power generation for regional and metropolitan projects alike.

Together with Caterpillar, we’ve been there for customers – selling and servicing the best equipment in the world – on land, at sea, in construction, mining and industry. Through economic booms and recessions alike, we’ve delivered service our customers know they can rely on.

Dale Elphinstone

For more than 40 years now, William Adams and Caterpillar has been a part of dealer principal, Dale Elphinstone’s life. Scaling the ranks from ambitious company apprentice to later build his own range of underground mining equipment, Dale Elphinstone purchased the company in 1987, although he started his career at William Adams some 20 years earlier.

Since this time, through his knowledge of Caterpillar, and understanding or value and service, he has brought together a team of dedicated and enthusiastic staff to serve the business and customers alike.

William Adams, founded on the vision and energy of one young entrepreneur has grown and prospered on the strength of another. The people who are the heart and soul of William Adams will continue to serve our customers, and the world’s best equipment, long into the future.

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