Caterpillar Creates a Value Parts Brand to Woo a Wider Range of Customers

In August of this year, Caterpillar communicated a new corporate strategy to its global dealer network – a strategy led and defined by a new purpose statement, “Our solutions help our customers build a better world.” Through partnerships with Cat® dealers and investment in digital-enabled solutions and services for the aftermarket, Caterpillar is one step closer to fulfilling this purpose.

With the objective of being the lowest lifecycle cost provider, Caterpillar is committed to offering a full range of options and solutions to serve different customer needs. This includes heightened focus on improving customers’ online experience, expanding Customer Support Agreement (CSA) services and digital connectivity to improve uptime, asset utilization and machine life management, and the launch of the new parts offering, Yellowmark™, A Caterpillar Brand.

“We are taking steps to build on the Caterpillar experience. Whether online, through our new services or new products, we are working with our dealers to deliver a step change in our aftermarket offering,” said Nigel Lewis, chief marketing officer & vice president of Caterpillar Inc. “By providing customers with expanded technology, services and repair/rebuild solutions, we are able to present them with a growing suite of solutions aimed at providing not only a broader selection, but affordable options to maintain their equipment and keep it at work. That’s important to them and central to what we strive to do on a daily basis.

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Coming in 2018, Yellowmark™, A Caterpillar Brand, is a new line of lower-cost aftermarket parts developed by Caterpillar to fit small and medium-sized Cat construction equipment. Yellowmark offers a value-priced alternative to Cat® Genuine Parts and Cat Reman Parts, while delivering the reliable performance and convenient availability customers demand. More information is available at

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