This is a really interesting film because it’s an internal piece, highly produced, that clearly lays out the stakes for the Caterpillar company in a quickly evolving world more than 40 years ago. The video addresses the fact that there is competition rising in every segment of the market where Caterpillar competes and the fact that Caterpillar products are not the cheapest means that they have to stand out as being the best in all ways for the buyer. The rise of companies like Komatsu and others were a direct threat to Caterpillar’s domination of the global marketplace and they knew it.
As it turns out, Cat is still a massive global force in engineering, equipment, and more. They have adapted, changed, and made themselves into the company they need to be to weather the storms that have come at them from competition, from economic cycles, and even from a freaking global pandemic.
What’s really neat about this is that the video talks to real equipment owners and they spit a lot of hot truth. This is the kind of film that was likely really hard to watch for company executives. Listening to people talk about why they bought another brand of tractor, what they see as the benefits of these other machines, why they think Caterpillar is overpriced, and the list goes on and on.
This is not just great for the cool machines and equipment. It is great from the business aspect as well. Give it a watch!