On the Prowl

The stage was set for a dynamic performance. The audience was seated. The cast was in place. Now, all they had to do was go through their roles seamlessly. And that’s exactly what they did.

For roughly 30 minutes, a number of product specialists from Caterpillar tested about a dozen machines, putting them through a series of tests and trials to demonstrate these products’ readiness for landscape contractors. Overall, Caterpillar’s growing product line features:

• 10 models of skid-steer loaders ranging from 1,400 to 2,500 pounds operating weight and 48 to 74 net horsepower
• Four models of multi-terrain loaders ranging from 1,354 to 2,060 pounds operating capacity and 54 to 71 net horsepower
• Nine models of mini hydraulic excavators ranging from 3,687 to 11,000 pounds and 17.4 to 42 net horsepower
• Five models of compact and small wheel loaders
• Three models of backhoe loaders
• Three models of telescoping handlers
• More than 30 work tool attachments for the skid steers

Caterpillar launched its skid steer line nearly three years ago, according to Kevin Ingall, compact product marketing manager. And the $20-billion manufacturer sees great potential in this new product category. “We see a lot of potential with these products as the landscape industry continues growing,” Ingall explained. “Plus, the compact products will help us get to the critical mass that will let our dealers serve the rental market.”

Based on numbers compiled by Caterpillar, the appeal of selling skid steers is obvious.

Skid-steer unit deliveries by year

1997    52,340

1999    63,000

2000    70,500

2001        60,500

“It’s always easier to enter a market when it’s growing,” Ingall suggested, adding that roughly 22 percent of all skid steers sold go into the landscape industry, making this industry the second-largest market behind building and heavy construction. “We see this market growing at a double-digit rate into the future thanks to the increased mechanization of labor. And now we have the broadest product line you’ll see from any one manufacturer.”

Terry Baumgarten, senior sales consultant for the compact work products, said Caterpillar’s market research identified landscape contractors’ four core values regarding equipment:

1. Lower my risk
2. Make my life easier
3. Increase my profitability
4. Increase my competitive advantage

Baumgarten said combining what the company has learned about the landscape industry with its manufacturing experience makes it a legitimate player in this market. “We may be new to making skid-steer loaders, but we’re not new to designing and manufacturing hydraulically operated equipment,” he observed, pointing out some key features of Caterpillar products such as the pilot controls and foot throttle.

Caterpillar is also confident that its network of Cat – The Rental Store locations will help it attract business from landscape contractors. “These are locally owned stores,” Ingall noted, “and they’re a perfect opportunity for contractors to try out products since the average landscape installation job lasts about four days.”

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The author is Editor of Lawn & Landscape magazine and can be reached at bwest@lawnandlandscape.com.