More than a decade ago, Caterpillar began its journey in the utility market in order to serve customers across all segments. Today, our SEM brand is key to winning in the utility market. When we deliver both the Cat brand and SEM brand to the market, it helps us continue to be a leader in the construction industry.
In October, the team hosted the 2016 SEM Brand International Dealer Meeting at the Edwards Demonstration Center. Demonstrating our SEM machines at Caterpillar’s headquarters was extremely meaningful to the 30 dealer representatives from Asia, Africa, Middle East, and South America. Earlier this year, the Caterpillar Brand Council approved the endorsement “SEM - A Caterpillar Brand” which was further evidence to show Caterpillar’s commitment and confidence in the SEM brand.
Participants spoke highly of the meeting, “SEM brand always put effort to gather voice of dealers and prioritize actions to drive future business. We have more confidence in SEM business and will definitely work closely with Caterpillar to win together. “
Over the three day meeting, dealers took part in discussions related to dealer development, product supports, marketing execution, major accounts, and new product introductions. Featured speakers included Construction Industries Group President Tom Pellette, Earthmoving Vice President Karl Weiss, and Worldwide Product Manager Kristin Girard. To recognize and encourage dealers for their engagement, SEM Global Distribution, Sales & Marketing Director Pablo Van presented awards to top dealers in the areas of business performance.
Tom Pellette and Karl Weiss Joined the Q&A session and gave dealers a strategic views of SEM brand
Kristin Girard delivered welcome speech
Pablo Van shared SEM strategy
Awards for dealer’s best business performance
“Caterpillar is the leader in nearly every region where we do business. We understand how our customers make money and uniquely provide the products that best fit their business and applications. We have an opportunity in this difficult economic cycle to grow our utility market presence rather than follow the cycle downward. Spending time this week with our international SEM dealers and our internal SEM team is key step toward winning in the emerging markets,” commented Weiss.
Dealers watched SEM products demo show
ABOUT SEM
As an important strategic utility brand of Caterpillar, SEM has its own brand proposition, distribution channels, marketing strategy and product support. The SEM brand of compact, small and mid-sized wheel loaders, 18- to 22-ton soil compactors, mid-sized motor graders and track-type tractors are targeted at utility customers for Chinese domestic and select international growth markets. SEM products meet or exceed regional industry requirements for quality and reliability. The SEM brand targets customers who emphasize initial acquisition cost over long-term total cost of ownership.
