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DEAR COLLEAGUES When you think about the Cat brand. With them. and more responsive than our quickest skid-steer loader. we only have a past. It’s bigger than our biggest dragline. who use the tools we make to change the world. That’s why the promise of the Cat brand is to be a champion for our customers’ enduring success. but the heart of the Cat brand is simple. The core of our brand is our customers. we have a future. and finding ways to make them more successful must be the basis of everything that we do. Or maybe you think about everything yellow iron can do—build roads and schools and bridges. That’s why the Cat brand is more than yellow iron. tougher than our hardest ground-engaging tools. more powerful than our largest marine engines. Doug Oberhelman Chairman & CEO . Nothing happens without our customers. That’s all part of it. what comes to mind? Maybe you think about tractors. wheel loaders. Our customers must be our focus. power communities and develop resources. Without them. trucks and engines—the stuff we make.


5 . It helps us grow in new markets as we spread the truth of our excellence and dependability. grow and harvest model. our solutions. A clear brand connects. To design quality products and deliver dependable services. It guards our culture and unifies us as we seed the world with the most enduring solutions. Our brand is our machines. It helps bring us together and direct the experience we provide to customers each and every day. it helps us harvest the most fruitful relationships. We know this because we are guided by two simple principles: OUR UNIQUE BUSINESS MODEL 4 1.OUR BRAND GUIDES EVERYTHING WE DO We all know the Cat brand is more than our logo. A unique brand opens doors. and our support—it’s in everything we deliver and everything we do. we must understand our customers’ needs and align all of our efforts to those needs. AND CUSTOMER SUCCESS IS AT THE CORE OF WHAT WE DELIVER The heart of the Cat brand—the unchanging core of our existence—is a devotion to the customer. It helps us continually deliver customer growth. Our brand is also a guidepost. Whether building a business that feeds a family or creating infrastructure that develops a nation. By aligning internal and customer objectives. it supports our unique business model at each stage: A strong brand strengthens all of us. Our brand has significant power—and potential—around the world. Amplify the success. Understand the need. 2. all of our customers share the desire to succeed. We are at our best when we help them succeed—and when we listen. No matter the geography or size of the endeavor. our engines. In clarifying and communicating what we know to be true. they all want to make a lasting contribution to better lives. This focus drives our seed.

they back it up with great service. But through everything.”  “ Hanno la più grande ed efficiente rete di servizi del mondo.” “ YOUR PEOPLE HAVE ALWAYS BEEN YOUR GREATEST STRENGTH. Cat service is great. wo auf der Welt ich tätig bin.“ No puedo obtener esta accesibilidad en ningún otro lado. Thank you for that.” WHEN WE ASKED OUR CUSTOMERS: WHAT SETS THE CAT BRAND APART? WHY DO YOU BUY CAT PRODUCTS OR SERVICES? THEY POINTED TO OUR PEOPLE ADVANTAGE.” “代理商对我们是很大的支持。 ” “ They fill my needs with quality products. and I’ve seen it all.” “Отличное качество услуг. If I need help. though. When things are good. that’s when they really step above all the other companies and take care of me—the customer—like no one else can. WE BUILT ON THESE INSIGHTS TO CLARIFY OUR BRAND “ I’ve been in this business for a long time. but most importantly.” “ The people in the Cat dealership network are the standard setters.” “ The people who support Cat products are 100% dependable. my dealer has always supported me.” .” “ Sie unterstützen mich – egal.

WE DELIVER ENDURING SUCCESS Our ability to deliver lifecycle value. we adopt them. We not only support customer objectives. we are winners serving winners. We’re a leading company whose history of success promises future growth.With the powerful advantage of our people leading the way. When you examine it more closely. the core of the Cat brand is serving customers—the people who depend on our machines. food on their tables. it is also a plan of action. extending short-term value to long-term growth. measurement and accomplishment: WE ARE A CHAMPION FOR CUSTOMERS We are customer advocates focused on driving customer growth. success follows. It’s a pledge to durability and sustainability well beyond the near term. When customers see how relentlessly we solve problems. and we’ve summoned six powerful words to summarize it: A CHAMPION FOR YOUR ENDURING SUCCESS It’s a confident statement built from the excellence of our people and our overriding commitment to customer success. A reputation for surpassing customers’ expectations with complete solutions. This is the heart of our brand. success follows. When customers understand how Cat products and service deliver superior long-term value. OUR SUCCESS IS CUSTOMER SUCCESS When customers feel the strength of our people. 9 8 . engines and ideas to put a roof over their heads. and a brighter future in front of their children. success follows.


It’s in our bones. We’re unyielding. Every division and business unit that supports the Cat brand consists entirely of people committed to personal and professional success. dealer—no matter your expertise —we are all part of the one great global team that works together on behalf of our customers. finance professional. it is a statement of fact. Consider what this statement means: We’re an exceptional team. Our competitive fire burns bright because every customer’s success depends on it. Whether you are an engineer. product designer. At every level of Caterpillar. supplier.WHAT MAKES US WHO WE ARE WE ARE AN EXCEPTIONAL TEAM WITH AN UNYIELDING COMMITMENT TO WINNING This is not a goal. we’re fueled by a drive to succeed. Call it a stubborn refusal to accept the ordinary or a built-in passion to surpass every expectation—the people of Caterpillar never settle and never pause until every customer succeeds. We’re committed to winning. 12 13 .

WHAT SETS US APART A dedication to delivering the best-built. dependable products and solutions for a lifetime of value Unmatched. on-the-ground team who stands behind our products and beside our customers A culture driven by what our customers want and deserve A LIFETIME OF BEING THERE FOR OUR CUSTOMERS 14 15 .

quality products. 16 17 . An ongoing progression requires persistence and energy—and a commitment to learning from successes and building upon them. unmatched rebuilds. and an overarching commitment to a lasting partnership. durability and lower cost of ownership story. Short-term value helps the customer better appreciate and rationalize our lasting impact. Long-term growth and customer success are made possible by ongoing support. Gains like immediate efficiency and uptime improvements are very compatible with telling a lifecycle.WHAT WE DELIVER TO OUR CUSTOMERS AN ONGOING PROGRESSION OF BOTH SHORT-TERM VALUE AND LONG-TERM GROWTH Think of it as building together—a way to unify our customers’ immediate needs with the kinds of products and services that will serve them over many years.

we embrace our role as the people who work with and for them. our products. they depend on the same character qualities that we recognize as essential to building customer success. down-to-earth. 18 19 . big and small. and hardworking in all that we do.OUR CHARACTER Wherever our customers do business. We exhibit a humble confidence in ourselves. RESPECTFUL We work to understand the unique needs of our customers. and our solutions. we are passionate about always improving. AUTHENTIC STRONG We are upfront.

There is no job that will not benefit from your performing in this spirit. and live the Cat brand. The people who originally built the Cat brand were committed to customer success. We are winners serving winners. or relationships—every task that we undertake is an opportunity to pave the way for another customer’s success. It is built one moment of truth after another. This is truer of the Cat brand than of most.WHAT WE NEED FROM YOU A brand reputation is earned. deliver Cat services. not fabricated. We innovate and grow on behalf of our customers. Whether you’re in the office. or in the field—whether you’re building spreadsheets. It’s what we need from each and every one of you. we live and grow their brand—our brand—for the future. on the floor. We champion customer success. support Cat solutions. Today. It’s who we are as the people who build Cat products. 20 . and to sustain our own. machines.

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