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CATERPILLAR INC. 2013 YEAR IN REVIEW
17
CUSTOMER & DEALER SUPPORT
88 Years
“Across the Table”
For more than 88 years and through dramatic changes in our business,
the simple yet powerful relationship between Caterpillar and our dealers
has endured. Combining the capabilities of a global technology and
manufacturing leader with a close personal relationship between dealers
and their customers in their own languages, cultures and locations
has made Caterpillar what we are today and will carry us well into
the future.
In 1926, three visionary Caterpillar managers – I.E. Jones, W.H. Gardner
and H.P. Mee – sat down in San Leandro, Calif., and helped write “Across
the Table,” a book in which they outlined the foundational principles for
the relationship between Caterpillar and Cat® dealers. There is great
wisdom in a book that has truly stood the test of time and is as relevant
today as it was in 1926. The three men defi ned the number-one qualifi -
cation for a Cat dealer: “Good character, and a sustained reputation
for square dealing.”
In describing the relationship between Caterpillar and our dealers, the
book explains, “Our dealer organization is our chief pride ... the dealer-
ship relation with this company is so close that both manufacturer and
dealer must have unbounded mutual confi dence in and respect for one
another ... It is only upon the basis of such mutual esteem that an endur-
ing relationship can be built.” Those words still ring true and always will.
The foundational principles fi rst defi ned in “Across the Table” have
served us well for over 88 years as our relationship has grown and
thrived. But the world has changed since we published the book in
1926. Caterpillar and our dealers have changed, as have our customers’
needs. That’s why in 2013 we launched our Across the Table initiative
with our dealers.
Our distribution model, which has historically delivered unmatched
local support, is increasingly measured by global standards. The
BUILT FOR IT™
In 2013, for the fi rst time in company history, a global brand
promotional campaign was launched in Brazil, Russia, Indonesia,
China and North America. This campaign highlights the BUILT
FOR IT™ message platform and tagline that was also launched
in 2013 to the enterprise and to the Cat® dealer network. This
message is an external manifestation of our internal brand
promise, “A Champion for Your Enduring Success.”
The essence of BUILT FOR IT reaches far beyond our products
and services. It showcases our ability to leverage the strengths
and expertise of our global manufacturing and distribution network
that is positioned to deliver a wide range of solutions. By executing
a consistent, well-coordinated marketing message between
Caterpillar and Cat dealers, we will have the opportunity to increase
our brand value even more. When it comes to helping customers
get their jobs done, no matter how big or small the challenge, this
unifi ed voice will highlight that we are built to help them succeed.
Simply put, we are BUILT FOR IT.