Caterpillar wins European genset award

By Murray Pollok05 November 2010

Caterpillar enjoyed a leading 24.9% share of the European diesel genset market in 2009 according to market research body Frost & Sullivan, which has awarded Cat its annual European Market Share Leadership Award in genset category.
Frost & Sullivan said Caterpillar had consolidated its leadership position in a declining market.

"Such pre-eminence is the direct consequence of a unique growth development strategy, coupled with Caterpillar's commitment to match customer requirements," said Frost & Sullivan research analyst Rajanand Rao. "Exceptional brand equity and a complete portfolio of products have further highlighted Caterpillar's leading market position."

Frost & Sullivan said Cat's market share was built on the strength of its local dealers, such as Finning in the UK; Pon Power in the Netherlands, Denmark, Sweden, and Norway; and Barloworld Finanzauto in Spain.

"Dealers and distributors such as these are the face of Caterpillar in end markets," said Mr Rao. "They are experienced and knowledgeable about local dynamics and customer preferences, allowing Caterpillar to adopt a bottom-up approach to building brand equity as well as achieving low lead times."

The Cat product range encompasses diesel sets from 9 kVA and 17460 kVA, including gas generators, CHP applications, emission reduction systems and system control panels.

The Frost & Sullivan Award for Market Share Leadership is presented to the company that has demonstrated excellence in capturing the highest market share within its industry. The award recognises the company's leadership position within the industry in terms of revenues or units, as specified.

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