Hystory and Regulation

ACERT Technology for Cat Machines
Class Overview
NACD Spring Training
• History & Regulations

• What is ACERT?
• Other Manufacturers
• Comparison
• On-Highway Results
• NACD Marketing Plans
Section 1:
History and Regulations
The History of Diesel

• The first diesel engine was developed in 1897. It weighed four tons
and provided 20 horsepower. A Cat in-line, 6 cylinder engine with
ACERT today is less then two tons and provides greater than 650 HP.
• Although the first diesel engine was created to power large ships and
submarines, it did not take long before this engine was being used in
everything from trucks and buses to tractors.
• Diesel engines have changed over the years, but one thing remains
the same: Diesel engines power our world.
1897 1931 (D9900) 2005

Caterpillar Innovations
EPA Emissions Regulations
By Horsepower
Regulations/deadlines
>
apply to manufacturers
<
– not to buyers.
* Consent Decree companies: Caterpillar, Cummins, Detroit Diesel, Volvo

Emissions Restricted by EPA

Standards
• Carbon Monoxide (CO)

• Hydrocarbons (HC)
• Non-Methane
Hydrocarbons (NMHC)
• Particulate Matter (PM)
• Oxides of Nitrogen (NOx)
EPA Off-Road Regulations

1996
2001
2005
2011
NPI Timeline – 2004-2005

Machine Engine Machine Engine
Model Model Model Model
D8T C15 824/825/826 C15
D9T C18 834/836 C18
D10T C27 980H C15
345C C13 988H C18
365C C15 990H C27
385C C18 AP-1055D/AP-1000D C7
621G/623G C15 AT 725/730 C11
627G C15/C9 AT 735/740 C15
631G C18 RM-300 C11
637G C18/C9 RM-500 C15
657G C15/C18 PM-200 / PM-201 C18
4Q 2004 Ship Date

* List not intended to be comprehensive. Check machine marketing bulletins for specifications and timing.
Section 2:
ACERT
Off-Road
ACERT
Technology
ACERT Technology Definition
Precise control of the combustion cycle, achieved
using a systems approach to fuel delivery, air
management and electronics.
ACERT Technology
Enhances Combustion
Committed to…
Performance, Efficiency & Durability

Building Blocks
On-Highway Engines Only

Core Concept
Advanced Combustion
NOx Reduction
Reducing Peak Combustion
Temperatures Reduces NOx
Temperature
ACERT manages combustion (using a

combination of air management, multiple fuel
injections and careful timing) to lower NOx
formation.
Time
Combustion Cycle
Advanced Combustion
Electronics
ADEM A4
Controller
Proven, Reliable
Electronics
ADEM A4
Controller
Proven, Reliable
Fuel Delivery
Extremely Accurate
Fuel Delivery
Extremely Accurate
Fuel Delivery
Precisely Timed and Controlled

Benefits of Single Piece Steel Piston

One-Piece Steel Piston

• Increased Structural Capability
• Machined from a single steel
forging
• Successful pulsator testing @ 4000
psi
Steel Skirt
• Eliminate aluminum skirt breakage
issue on standard two-piece pistons
• Reduced thermal expansion allows
piston fit to be tighter for a reduction
in liner cavitation
• Reduction in surface area provides
less friction and helps fuel
consumption
Air Management
On-Highway Engines Only

Proven Technologies
Air Management
Cross flow
Cross Flow Cylinder Heads

Cylinder Head Technology

• Cross flow design and

refined port geometry
– Improved breathing
– Reduce pumping loss
– Better combustion
Wastegate Turbocharging
Wastegate Turbocharging
Off-Road & On-Highway

Compression Brake
• Evolution through the building
blocks of Cat’s engine and fuel
system expertise.
• Manufactured to the same world-
class standards as our fuel
systems.
• The Cat Brake components are
built for long life.
• No need for “tune ups.”
• Requires no maintenance except
for periodic valve lash checks.
POWER DENSITY
Difficulty in Meeting Emissions
High
Acceptance
Customer Acceptance
Sweet
Spot
Accelerated
Internal
Wear
Fuel
Economy
Low Issues
Acceptance
Larger Displacement Smaller Displacement
Power Density
POWER DENSITY
Potential Customer Concerns

• Life
• Response
Machine Engine Life

18
C15-C18
Hours (thousands)
12 C9-C13
3400 C7
6 3300
3200
0
70s 80s 90s 00s
PAST PRESENT
HD truck engines 500,000 miles 1,000,000 miles
Reasons For Longer Engine Life
• Advanced Materials • Improved Lubricants

• Coatings • Better Filtration
• Higher Tolerance • Simulations
Key ACERT Benefits To Customers
• Excellent Reliability
– Existing Components
– Proven Technology
• Power and Performance

• Cost Effective
– Familiar Maintenance Routines
– Dealer Product Support
– Fuel Efficient
• Long Life
Key ACERT Benefits to Dealers
• One technology to support
• Parts stocking levels not driven up because of
high parts commonality
• Single technology builds on Service
Technicians’ expertise
• Minimal additional resource for training and
tooling
• Sales advantage over competition
Key ACERT Benefits to Caterpillar
• By using one emissions reduction technology,
Caterpillar was able to:
– Focus R&D effort
– Leverage testing across all businesses (truck engines,
industrial engines, machine engines, etc.)
– Reduce complexity (common designs, fewer new parts)
– Ensure high level of dealer parts and service support on
machine engines
– Prepare for future regulations
Section 3:
Other Manufacturers’ Solutions
Other Manufacturers’ Solutions
• External Cooled Exhaust Gas Recirculation (EGR)

• Internal Exhaust Gas Recirculation (EGR)
• Optimized Combustion
ACERT Technology
Enhances Combustion
Exhaust Gas Recirculation

Suppresses Combustion
NOx Reduction
Reducing Peak Combustion
Temperatures Reduces NOx
Temperature
EGR suppresses combustion by reintroducing

non-combustible exhaust gases to reduce
peak temperatures.
Time
Combustion Cycle
Exhaust Gas Recirculation

Sulfates
Sulfuric Acid
Potentially Damaging Compounds

External Cooled-EGR
Exhaust gases are sent through a complex

external cooling system before being
reintroduced to the combustion chamber.
Cooled EGR Concerns

Reliability
Durability
Operating Cost
Performance
Internal EGR
• Exhaust gases are
reintroduced to the combustion
chamber without cooling. Three
approaches:
• Intake valves open early,
exhaust gas pushed to
intake manifold during the
exhaust stroke (exhaust in
“clean” side of engine)
• Exhaust valves close late,
exhaust gas drawn back
into chamber
* Source of Diagram: John Deere Website • Exhaust valves close early
and trap portion of exhaust
Optimized Combustion
Could be a substitute term for EGR, similar

to the generic term “in-cylinder solution.”
Volvo
• Volvo is labeling their technology “V-ACT”
which stands for Volvo Advanced Combustion
Technology
• A recent Volvo brochure confirms that they
will be using Internal EGR in all engine
applications for Tier 3/Stage IIIA.
Komatsu
• Komatsu will be using Internal EGR for large

engines (+750HP Tier 2).
• External EGR for medium sized engines
(200-750 HP).
• Small engines will be sourced from Cummins
JV -- Optimized Combustion (<200 HP).
John Deere
• John Deere plans to utilize both internal EGR

and external cooled EGR technology.
• The “PowerTech” engines will use internal
EGR for “additional flexibility and cost-
savings.”
• The “Power Tech Plus” engines will use
external cooled EGR for “performance and
power.”
Cummins
• Cummins is using external cooled EGR in

their on-highway engines, but in their off-road
applications will be using in-cylinder
technology which they call Optimized
Combustion.
What To Expect?
Engines
• One EPA certification: Cummins QSM (11L, 300-500 HP)
• Next EPA certifications: Cummins QSK (19L, 500-700 HP),
Volvo D12 (300-500 HP), DDC Series 60 (14L, 300-660 HP)
Machines
• Volvo – A35D, A40D, EC460B, L180E + L220E
• Terex – TA30, TA35, TA40, RH40-E, TR35, TR45 + TR60
• Case – 330
• Hitachi – EH 1000
• Kawasaki – 115ZV
• Liebherr – R984C
• Hyundai – R450 + HL780
Section 4:
Comparison
Customer Value Message Evolution

Today
Message based on EPA technical papers, engineering
data, on-highway experience and market intelligence.
Tomorrow
Message based on competitive T3 “in-the-iron”
performance testing, competitive tear-downs,
experience.
ACERT Technology
Elements of ACERT Top Customer Value
Drivers:
• Reliability
• Durability
• Performance
• Operating Costs
• Emissions Reduction
• Noise Reduction
How does ACERT Technology stack up

against competitive engines in the four
most important customer issues?
Limitations of EGR Engines

• Reliability • Performance
– Higher % of new parts – Slower load responsiveness
content – Poor high altitude capability
– More frequent oil changes – Slower cold starting
– More downtime
– Unproven systems
• Durability • Operating Costs

– Increased heat rejection – Poorer fuel economy
– Accelerated engine wear – Higher repair costs
– Shorter valve life – Higher scheduled maintenance
– More frequent rebuilds costs
– Less parts reuse
Reliability Message
When you turn the key, Cat engines with ACERT

technology respond. The design, the hardware
and the electronics are proven on job sites just
like yours. With Cat engines, you’ll have the
confidence you need to get your jobs done.
Proof Points
• Less new content
• Most tested Cat product ever
• Focus on one technology
• Minimal heat rejection
• Minimal soot loading
NACD Spring Training Reliability
New Parts Content
ACERT Technology (5 - 15% new)
Proven systems
– Electronics ACERT Has Lowest
– Fuel system New Parts Content
– Air management
– Engine platform
Internal EGR (20- 40% new) External Cooled EGR (40- 80% new)
Unproven systems Unproven systems
– Exhaust valve cam profile change – EGR cooler (water)
– Intake valve cam profile change – Hot side Valve (ON/OFF)
– Exhaust valve mechanism – Cold side valve (modulated)
changes
– Venturi, Fixed, or Reed box pump
– Intake valve mechanism changes
– Two electronic EGR valve
– Bore size increase to hold Tier 2 controllers
Ratings
– Variable geometry turbo
– Fuel System
– Turbo Charging Systems
Test & Validation
Extensive Validation Testing
– Heat
– Cold
– High Altitude
– Dust
– Vibration
Extensive Field Follow Program
– 260,000 hours, 186 machines
Proven Iron
– 170,000 truck engines, 36
million miles/day
– 90% common core iron
Reliability
Soot Loading
Soot Loading of Oil • Soot is partially burned
(On Highway Lab Data) fuel.
1.5
1.25% • Soot is abrasive
1.25%
• Soot breaks down oil
% Soot Accumulation
1.2
0.9
additives, a protective
barrier against wear.
0.6
• Soot levels over 1.25%
0.3 (by weight) cause
0
unacceptable wear.
0 50 100 150 200 250 300 350
Cat oil specs and
Hours
maintenance
Competition ACERT intervals are staying
the same
More Frequent Oil Changes - EGR
70 Abrasive soot in the oil leads to
Iron Accumulation (ppm)
60 iron wear; causing iron particles

50
to accumulate in the oil.
40
EGR engines may require more
30 frequent oil changes—at less
20 than 350 hours, rather than
10
500 hours as recommended by
Cat under normal operating
0
0 50 100 150 200 250 300 350 400
conditions.
Hours (hrs)
EGR ACERT Technology
Overall effect?
More Downtime
or
Accelerated Internal Wear
Reliability
ACERT Technology Value Summary
• Low new parts content

• Less frequent oil changes
• More uptime
• Fully tested
• Extensive off-road field follow program
– 260,000 machine hours accumulated in off-road
applications
• 90% common core iron to on-highway engines with
ACERT
Durability Message
Put your Cat engine to the test. ACERT technology

meets emissions standards without sacrificing the
ability to work hard. You can operate your
equipment like you do today knowing that you aren’t
compromising your engine’s life.
Proof Points
• Less heat rejection
• Less soot/iron loading
• No sensitivity to sulfur
• Higher parts reuse at rebuild
Durability
Increased Heat Rejection - EGR
ACERT Technology EGR

• Minimal increase in heat • 5 –15% increase in heat rejection
rejection – Shorter valve, bearing, seal, and hose life
– Shorter engine life, due to elevated
exhaust temperatures.
– Higher oil temperature to bearings
– Increased cooling system costs
EGR engines require

increased cooling
system capacity.
Durability
Shorter Valve Life - EGR
Fuel Sulfur Content Regulations
(effective September 1 of each year)
Year Highway Off-Road
2005 500 ppm 5000 ppm Expect EGR
2006 20% 500 ppm, engines to have
2007 80% 15 ppm 5000 ppm/500 ppm* shorter valve life.
2008
2009
2010+ 15 ppm 500ppm /15 ppm*
* Varies depending on refiner, some states more strict.
Cause:
Sulfur (from exhaust gas)
+ Moisture (from condensation)
EGR exhaust = Sulfuric Acid
valve at
approximately • Sulfuric acid pits valves and leads to
2000 hours
shorter life.
Durability
More Frequent Rebuilds - EGR
Durability
Less Component Reuse
at Rebuild - EGR
Durability
• Less heat rejection

• Longer engine life
• Less frequent rebuilds
• Higher parts reuse at rebuild
Performance Message
Power and response are what you want from your engine.
At Caterpillar, we meet emissions standards without
compromising the performance you demand.
Proof Points
• Excellent responsiveness
• Excellent high altitude performance
• Excellent cold starting
•Systems integration
Performance
Less Responsive under Load - EGR
• Increased load requires

Time to Accept Full Load in Test Cell more fuel.
3 • Combustion volume is
2.5
partially displaced by hot
Time (in seconds)
2.5
2 1.7 inert re-circulated exhaust
1.5 gas.
1
• Prohibits optimization of
0.5
0
fuel/air ratio—which is
ACERT Internal EGR critical for good response.
EGR engine required

50% longer response to
accept full load.
Performance
Poor High Altitude Capability - EGR
• Expect EGR engines to de-rate sooner due to higher

exhaust temperatures and turbo speeds.
Performance
Slower Cold Starting - EGR
• Valve timing optimized for

high speed/high load
• At lower cranking speeds
effective compression ratio
reduced
• Lower effective ratio
reduces cold start
capability
Internal EGR engines have longer

crank time to first start
Performance
Integration Complexity - EGR
How can the machine and engine be

integrated for maximum performance by
machine manufacturers that don’t have
their own engine line and outsource
their electronics?
Performance
• Better high altitude performance

• Better load response
• Better cold start capability
• Excellent engine / machine systems integration
Operating Cost Message

Your equipment has a job to do, and that job is to

make you money. ACERT technology allows Cat
engines to keep the same maintenance schedule and
fluid specs. Just because emissions rules have
changed, your engine costs don’t have to.
Proof Points
• No change in oil change intervals
• No change in oil specifications
• No change in oil reservoir capacity
• Similar fuel economy
NACD Spring Training Operating Costs
Increased Scheduled
Maintenance Costs - EGR
ACERT Technology EGR
• Reservoir size and service • 500 hour advertised oil change
intervals unchanged from current interval; 340 hours expected
• Expect similar maintenance based on oil sample data
costs to existing engines • Increase in oil sump capacity
• Cat dealers are experts in • Special filters required
managing engine life with SOS
C13 Lifetime 13L Lifetime PM

PM cost = cost = $14,805
$8,760
Oil Change Assumptions Cost per Change = 3 hrs Downtime + 3 hrs Service
Downtime = $30/hr Truck + Oil Cost + Filter Costs
Service Truck = $65/hr
Oil = $6/gallon Expected Number of Oil Changes = 12,000 hrs/Oil
Filter = $20 Change Interval
Centrifugal Filter = $40
Engine Life = 12,000 hours Lifetime Oil Costs = Cost per Change x Expected
No Oil Disposal Costs Number of Changes
NACD Spring Training Operating Costs
Fuel Economy vs EGR
ACERT Fuel Economy Savings/year

Advantage over (at midpoint)
Model Internal EGR $1.70/gal $2.20/gal
C27 4-6% $5,720 $7,400
C18 4-6% $4,390 $5,680
C15 1-3% $1,410 $1,820
C13 3-5% $2,260 $2,920
C11 3-5% $1,910 $2,470
C9 0-2% $420 $540
C7 Equal -- --
* At Industrial C Rating, .75 Load Factor, 2000 hours/year
Most Tier 3 Internal EGR engines have worse

fuel economy compared to engines with
ACERT Technology.
Operating Costs
• Lower scheduled maintenance costs

• Comparable fuel economy
• Lower repair costs
There are costs associated with cleaner air...

Impact
NPI General Total Difference
TTT 0% +3% +3%
D8-D10T +5% 0% +5% +2%
NPI includes: ACERT T3 engine, new cab, advisor monitoring, UC improvements,
improved serviceability, hydraulic demand fan, E-H controls, AccuGrade ready
Caterpillar Komatsu Deere

PINS 90 6 4
Komatsu / Deere: No new iron in 2005. Cooled EGR solution in 2006.

Positioning:
1. T3 compliance one year early… ACERT value vs. cooled EGR.
2. Competitive T2 engine will go non-current… will support be available.
3. NPI includes additional features.
4. Dominate PINS position… T3 resale.
• Reliability – Fewer new parts, more uptime, tested/proven systems
• Durability/Long Life – Lower heat rejection, less internal wear, less

frequent rebuilds, and higher parts reuse
• Performance – Better load response, better high altitude and cold

start capability, and system integration.
• Operating Costs –Comparable fuel economy, lower repair costs,

lower scheduled maintenance costs, and more uptime
• Dealer Support – Cat dealers have experience with engines using

ACERT Technology.
Latest Tier 3 Field Experience
• C18s from D9T & 988H with 4000+ hours … engines looked great!
• 820H good power ... 824 compactor able to doze and compact without
assistance from dozer
• D9Ts on field follow program have been running at 95% availability
• 620G… Improved response
• 735/740. . . . Exceptional Cat Brake performance, noticeably quieter.

Fuel consumption better than Tier 2. Cold start performance has been
flawless (Canada machine).
• 725/730 Operators liked power and response

Engines with ACERT Technology to

Cat Machine Model Cross Reference
C6.6 924, 928, 938, 953, 963, D5, 12, 613, 525, AP-6xx, CP/CS-
5xx-6xx
C7 950, 962, 322, 325, AP-10XX, 545, 535, PM-102, 140
C9 330, D6, 160, 615, 627 R, 637 R, 814, 815, 816, 973
C11 966, 725, 730, 14, RM-300
C13 972, 16, 345
C15 980, 365, D8, 735, 740, 620, 657 R, 587, 770, 583, R2900,
RM-500, 820, AD30
C18 988, 385, D9, 24, 630, 772, AD55, 834, 836, AD45, PM-200,
PM-201, 657
C27 D10, 990, 773
Section 5:
Competitive On-
Highway Engine
Review
Caterpillar Confidential Yellow
Parts to Review
• Piston, Rings and Liner

• Intake and Exhaust Valves
• Rocker Shafts
• Main Bearings
Products / History
• Cat C15
– ACERT – Line Haul
• 340,000 miles
– 12,000 mile oil change intervals
• Cummins ISX – Line Haul
– High Pressure Loop EGR (Cooled EGR)
• 394,000 miles
• DDC S60 – Line haul
– High Pressure Loop EGR (Cooled EGR)
• 200,000 miles
• Mack ASET E7 – Construction (Dump Truck)
– Internal EGR
• 70,000 miles
Durability - Sensitivity to High Sulfur Fuel

Sulfur in exhaust gas

combined with moisture
from condensation forms
sulfuric acid. Pits valves
and other engine parts.
Higher sulfur fuel has

potential to form more
sulfuric acid = shorter life
Source: 70k mile engine teardown of an Internal EGR engine in vocational truck
8/19/04
Durability - Internal Wear

Acid and soot accelerate

wear >2X.
Faster Wear = higher
oil consumption and
shorter life.
Iron accumulation in oil, independent lab results

70
Competition
60
Iron Accumulation (ppm/w)

50
40
30
ACERT
20
10
0
0 50 100 150 200 250 300 350 400
Hours (hrs)
Competitive Tear Down

Inlet Manifolds
Soot Build Up
Durability - Soot Loading

Based on oil samples from a independent lab

2.0 Soot is partially
1.8 burned fuel.
1.6
Competition Soot breaks down oil
Soot Accumulation (%/w)
1.4
additives, a protective
1.2
barrier against
1.0
wear.
0.8
0.6
0.4
Cat experience shows
ACERT Soot levels over 1.25 %
0.2
(by weight) cause
0.0
0 50 100 150 200 250 300 350
unacceptable wear.
Hours (hrs)
Soot is abrasive
Source: Caterpillar Technical Service and Engine Engineers, Independent Research

8/19/04

Performance Deterioration
ACERT Technology stays clean

and efficient
Cooled EGR contaminates the air
system with soot, blocking ports and
acids attacking valve seats
Air flow reduction changes

emission levels and performance

Liner Wear
WORST WORN CYLINDER LINER @

TTRTA
AVE. WEAR STEP, in.

0.025
CAT C-15 @ 340,000 MILES
0.02
MACK ASET @ 70,000
0.015 MILES
DDC SERIES 60 @ 200,000
0.01 miles
CUMMINS ISX400 @
0.005 394,000 MILES
0

Liner Wear
Competitive engines show greater wear rates than

engines with ACERT Technology
Mack Internal EGR Technology
68% greater wear rate
Cummins Cooled EGR Technology

Detroit Cooled EGR Technology

Bore wear causes loss of oil control.

Wear
Liner Wear
Anticipated Liner Life

1200000 (Based on Average Wear Measurements)
1000000
800000
Life (miles)
Cummins ISX400
CAT C15
600000
Mack ASET
DDC Series 60
400000
200000
0

Rocker Shaft Wear
Competitive engines show greater wear

than engines with ACERT Technology:
• Mack Internal EGR Technology Wear

53% greater wear
• Cummins CEGR Technology

17% greater wear
• Detroit CEGR Technology

30% greater wear
Rocker shaft wear will cause

valve lash settings to change

Bearing Life
Competitive engines show greater wear rates than

engines with ACERT Technology:
Wear
Bearing wear causes

reduced life to over haul

Piston Ring Life
Competitive engines show greater wear than

engines with ACERT Technology:
Ring wear was found O. D.
and face
Ring Wear = higher oil

consumption and
shorter life.

Piston Ring Life
Competitive engines show greater wear

than engines with ACERT Technology
Projected Ring & Groove Wear @ 500K

Miles Ring Wear = higher
0.08
oil consumption and
DDC Series 60
0.07 shorter life.
0.06
Wear (inches)
Mack ASET
0.05
Cummins
CAT C15 .
ISX400.
0.04
0.03
0.02
0.01
0
Section 6:
NACD Marketing Plans
Retrofit/Repower
• Convert existing machines to meet stricter

emissions standards
• Important service option – especially in non-
attainment areas
• Contact:
– Jeff A. Jacobs, Emissions Solutions Group,
309-578-8722
– InfoCast => Product Support Marketing => Emissions Retrofit
Dealer ACERT Champions

• Liaison between dealership and

Caterpillar
• Establish and Lead ACERT Launch
Team
– Train employees
– Create marketing plans
– Measure progress
ACERT Communication Stages

®
• Education
– Emissions
– ACERT® Technology
– Competitive
– Value Messages
• Excitement
– Awareness/Perception
– Value Messages
• Leadership
– Proven Performance
– Value Messages
Sales Training
• Web-based training:
http://clms.cat.com
• Module One
– Basics of ACERT
Technology
– Available Now –
CWS ID required
• Module Two
– Value Messages
– Under Development
Sales Training
(continued)
• Web-based training:
http://clms.cat.com
– Downloadable Job Aids
– Knowledge Tests
– S-A-B Format
• Solutions
• Advantages
• Benefits
Resources
• https://acert.cat.com
• One safe source for
information
• Expect Content To
Grow Significantly
Literature – Education
• Literature
– Emissions Standards
LEDQ4699-01
– Cat Engines With ACERT
Technology – An Introduction
LEYQ4525
– Proven To Perform Brochure
AEXQ0022
– Pocket Reference AEXQ0020-01
– Emissions Labeling LEYQ4880
• CD-ROM
– ACERT Technology For
Off-Road Applications
AERQ0002

®
• Education
– Emissions
– Competitive
– Value Messages
• Excitement
– Value Messages
• Leadership
– Value Messages
Advertising
• Research determined customers need

information
– Emissions in general
– Caterpillar’s solution
• National campaign
• Dealer ad templates
• Testimonials
– Send us info on your satisfied customers
• Advertorials
• Co-op funding program
Advertising
ACERT Technology Road Show

ACERT Technology Road Show

• “Mobile Tradeshow” For Dealer Use

– Two cutaway engines
– Videos
– Interactive Kiosk
– Component Cutaways
– Product Support Messages
– Sound System
– NASCAR Show Car
• $500 Appearance Fee
• Coordinate With Neighboring Dealers
Merchandise
• Full line of wearables

and promotional
novelties
• Order from internet
website (link on
ACERT.CAT.COM)
Public Relations – Corporate

• Huge corporate effort

surrounding on-highway
launch
– Financial & business media
– General public
• Off-road campaign beginning now
– Positive news placement program
– Image advertising
– Events
• Recent News Releases
– “Caterpillar Becomes First Company With A Full
Line of EPA Certified Off-Road Engines”
– “Caterpillar Engineers Named Inventors of the
Year For Work On ACERT Technology”
– “Caterpillar Brings ACERT Technology Engines to
Off-Road Market
Public Relations – Trade Press

• High degree of interest by trade

writers
• Positive perception for
technological innovation
• Reprints available
– March 2004 Diesel Progress “ACERT Takes
The Lead” (AEDQ0013)
– January 2004 Equipment World “A huge
gamble pays off big time for Caterpillar”
(AEDQ0012)
• News Releases
• Press Events
Upcoming Marketing Materials

• Videos
• Direct Mail Templates
Under Development
– Postcards
– Testimonials
– Offers
• Posters and POP
Correspond With
Advertising
• Co-op Available
Trade Show Support

• Stand-alone
tradeshow
displays
• Backdrop for
engine
displays
• Show engine
available
Competitive Information
• Sales Training Material Under Development

• Expect Progressive Material Development As
Competitors Launch
• Help Us Find Competitive Machines

®
• Education
– Emissions
– Competitive
– Value Messages
• Excitement
– Value Messages
• Leadership
– Value Messages
Leadership
• Technological Innovation
• Reliability/Durability/Performance/O&O
– Testimonial Ads
– Public Relations
– Direct Mail
ACERT Technology
• Excellent product differentiator

– Opportunity to increase PINS
– Opportunity to increase price realization
• Tremendous marketing support
• 2005 sets the stage for subsequent

introductions – Let’s get it right!
Resources
• ACERT Technology intranet/extranet web site
– http://acert.cat.com
• ACERT Technology e-learning course (08C2000)
– http://clms.cat.com (check with dealer training coordinator)
• Literature
– Emissions Standards: LEDQ4699-01
– Cat Engines With ACERT Technology – An Introduction: LEYQ4525
– Pocket Reference: AEXQ0020-01
– Proven To Perform: AEXQ0022
– Emissions Labels: LEYQ4880
– Cat Engines With ACERT Technology – Trademark Standards and
Communication Guidelines: AEXQ0006
• CD-ROM
– ACERT Technology For Off-Road Applications: AERQ0002
• Reprints available
– March 2004 Diesel Progress, “Cat Takes The Lead” (AEDQ0013)
– January 2004 Equipment World, “A huge gamble pays off big time for
Caterpillar” (AEDQ0012)

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ACERT Technology for Cat Machines

• History & Regulations

The History of Diesel

1897 1931 (D9900) 2005

* Consent Decree companies: Caterpillar, Cummins, Detroit Diesel, Volvo

Emissions Restricted by EPA

• Carbon Monoxide (CO)

EPA Off-Road Regulations

NPI Timeline – 2004-2005

657G C15/C18 PM-200 / PM-201 C18

4Q 2004 Ship Date

Performance, Efficiency & Durability

On-Highway Engines Only

ACERT manages combustion (using a

Precisely Timed and Controlled

Benefits of Single Piece Steel Piston

One-Piece Steel Piston

On-Highway Engines Only

Cross Flow Cylinder Heads

Cylinder Head Technology

• Cross flow design and

Off-Road & On-Highway

Potential Customer Concerns

Machine Engine Life

• Advanced Materials • Improved Lubricants

• Power and Performance

• External Cooled Exhaust Gas Recirculation (EGR)

Exhaust Gas Recirculation

EGR suppresses combustion by reintroducing

Exhaust Gas Recirculation

Potentially Damaging Compounds

Exhaust gases are sent through a complex

Cooled EGR Concerns

Could be a substitute term for EGR, similar

• Komatsu will be using Internal EGR for large

• John Deere plans to utilize both internal EGR

• Cummins is using external cooled EGR in

Customer Value Message Evolution

How does ACERT Technology stack up

Limitations of EGR Engines

• Durability • Operating Costs

When you turn the key, Cat engines with ACERT

60 iron wear; causing iron particles

EGR ACERT Technology

• Low new parts content

Put your Cat engine to the test. ACERT technology

ACERT Technology EGR

EGR engines require

• Less heat rejection

• Increased load requires

EGR engine required

• Expect EGR engines to de-rate sooner due to higher

• Valve timing optimized for

Internal EGR engines have longer

How can the machine and engine be

• Better high altitude performance

Operating Cost Message

Your equipment has a job to do, and that job is to

C13 Lifetime 13L Lifetime PM

ACERT Fuel Economy Savings/year

Most Tier 3 Internal EGR engines have worse

• Lower scheduled maintenance costs

There are costs associated with cleaner air...