Caterpillar Inc: Age of Yellow Reign


For over 90 years, Caterpillar Inc., also known as CAT, has been setting the pace in the construction and mining industries. This huge multinational company has managed to gain such a wide reputation and popularity that its brand name sounds familiar even for the ear of a non-specialist. And the first association doesn’t include the image of an insect with the same name. Instead, one would certainly think about some heavy machinery painted in yellow or about rugged boots with the well-recognized yellow-black emblem. (Caterpillar Workwear is popular among constructors and mere adventurers who need extremely comfort and durable clothing).

Present-day product segments

As of today, Caterpillar Inc. is focused on its three main product segments: Construction Industries, Resource Industries and Energy & Transportation. Apart from leading the markets of mining and construction equipment (producing more than 30 types of machines), Caterpillar excels in manufacturing diesel as well as natural gas engines.

Rise of the legend

The birth of this notable company as we know it today came from the merging of the Holt Manufacturing Company and C. L. Best Tractor Co. in 1925. Previously, both companies were working on track-type tractors (steam-powered at first, and gasoline-powered later). The word “Caterpillar” was registered as a trademark by the Holt Manufacturing Company in 1910, and almost immediately it became synonymous with the track-type vehicle.

In 1928, the newly founded Caterpillar Tractor Co. decided to expand its much promising business into the road construction industry, purchasing the Russell Grader Manufacturing Company. Thus, Caterpillar initiated the practice of acquisitions, which allowed the enterprise to set new goals and reach new markets. Soon after, the enlarged company unveiled the industry’s first true motor grader. Actually, introducing the industry’s first vehicles and equipment has become a good tradition for Caterpillar since its creation. At the same time, the brand’s designers developed the new “Hi-Way Yellow” paint color with black trim for their products. Coming back to the present, it’s safe to say that the color choice was perfect. According to color psychology, yellow is characterized as creative from a mental aspect (the color of new ideas and practical thinking). According to public surveys, people most often associate this color with joy and amusement. And according to Caterpillar, yellow has become an integral part of the overall company success. In 1979 the brand even implemented a special new paint “Caterpillar Yellow” instead of the “Hi-Way Yellow” one.

The history of Caterpillar Inc. doesn’t reflect just the development of one particular company, but it is also associated with the progress of infrastructure as well as energy and natural resource assets on every continent.

Fields of applications

CAT equipment helped to start the construction of the Bhakra Dam (India), the Mangla Dam (Pakistan), the Yacyreta Dam (Paraguay and Argentina), the Ataturk Dam (Turkey), the Three Gorges Dam (China). One of the main workhorses on such kind of construction sites is an excavator. The first brand’s hydraulic excavator was introduced in 1972. Since then, Caterpillar excavators represent the highly demanded excavator machines on the market.

Furthermore, Caterpillar machines are active participants on mining sites around the globe. In 1962 the brand introduced its first off-highway truck – the 769. Nowadays, different versions of Caterpillar haul trucks represent one of the major products in the company profile.

Other manufacturer’s significant missions include: the participation in the construction of the Golden Gate Bridge; the works on widening the Panama Canal’s sections; building the Kansai International Airport, located on an artificial island in the middle of Osaka Bay (Japan); assisting the completion of the Saemangeum Seawall – the world’s longest man-made dyke.

What is more, this giant company doesn’t seem to have any limits at all. In 1955, Caterpillar’s tailor-made equipment was used by the U.S. government for Operation Deep Freeze in Antarctica. The further, the more! In 1969, the Caterpillar engines supplied power for the Apollo 11 mission to the moon.

Company strategy

After “shooting for the moon” in the previous century, Caterpillar welcomes everybody to the Age of Smart Iron. In a present-day world, advancements come faster and more frequently than ever before. As the productivity incentive, the manufacturer underlines the crucial role of connectivity. To provide the total company growth, Caterpillar is focused on its three strategic goals: maintaining superior results for stockholders, creating the best team inside the company and keeping on leading the global markets and satisfying the brand’s customers.


Source by Victoria Zhurkowskaya

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