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


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

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

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


It’s in our bones. Consider what this statement means: We’re an exceptional team. supplier. finance professional. 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. At every level of Caterpillar. 12 13 . Our competitive fire burns bright because every customer’s success depends on it. product designer.WHAT MAKES US WHO WE ARE WE ARE AN EXCEPTIONAL TEAM WITH AN UNYIELDING COMMITMENT TO WINNING This is not a goal. it is a statement of fact. We’re unyielding. Every division and business unit that supports the Cat brand consists entirely of people committed to personal and professional success. Whether you are an engineer. we’re fueled by a drive to succeed. We’re committed to winning. dealer—no matter your expertise —we are all part of the one great global team that works together on behalf of our customers.

dependable products and solutions for a lifetime of value Unmatched.WHAT SETS US APART A dedication to delivering the best-built. 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 .

16 17 . unmatched rebuilds. and an overarching commitment to a lasting partnership. durability and lower cost of ownership story. An ongoing progression requires persistence and energy—and a commitment to learning from successes and building upon them.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. Gains like immediate efficiency and uptime improvements are very compatible with telling a lifecycle. Short-term value helps the customer better appreciate and rationalize our lasting impact. quality products. Long-term growth and customer success are made possible by ongoing support.

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

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

as well as corporate and product identity used herein. “Caterpillar Yellow” and the “Power Edge” trade dress. their respective logos.BRAND. CAT. All Rights Reserved. PEDJ0126 Printed in the USA 100% Recycled 50% Post Consumer Waste English .CAT.COM © 2012 Caterpillar. CATERPILLAR. are trademarks of Caterpillar and may not be used without permission.