Caterpillar invests US$ 200 million in Africa & Middle East network

By Helen Wright17 October 2012

Caterpillar European Middle East & Africa marketing manager for global construction & infras

Caterpillar European Middle East & Africa marketing manager for global construction & infras

Caterpillar invested US$ 200 million in 2011 supporting, expanding and strengthening its dealer network in Africa and the Middle East.

The manufacturer is also focusing in developing specific machines for this market, where it expects to see strong growth in the future, particularly in the rental market.

Damien Giraud, Caterpillar marketing manager for construction and infrastructure in Europe, the Middle East and Africa (EMEA), said, "We are extremely proud of our dealer network, and have two dealers in Africa that are already 80 years old, for instance." He added that 26 dealers from the region were present at the company's Construction Days event in Turkey.

"Our dealer network us our main asset in this region and it will continue to grow, there is a lot that still needs to be done in order for us to stay at the leading edge," Mr Giraud said.

"Rental is a big growth market for Africa and the Middle East, and a lot of our investment over the last year has gone into supporting this strategic area."

Caterpillar has introduced several machines specifically tailored for the Africa, Middle East and CIS region in recent years including the D6R dozer, 340DL excavator and 120K grader.

Mr Giraud said that as well as a focus on robust designs, fuel efficiency and technology were key focuses. "We offer our Product Link and Vision Link equipment management technology factory fitted as standard on all paving machines for the region, for example," he said.

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