New Product Introduction Was Electric
March 2008, Las Vegas, NV – Although it took Caterpillar Inc. several years to develop and manufacture the Cat D7E, a first-of-its-kind electric drive track-type tractor, the company didn’t hesitate for a minute to partner with Simantel in its successful launch.
Garnering global attention on CNBC and press coverage in over 40 articles (with a media value of $1.2M), the introduction at the largest construction tradeshow in North America was a benchmark for Caterpillar. More than 5,000 people attended the D7E presentations at ConExpo, and the D7E scale models were the hottest giveaway at the show.
Moving forward, the D7E is perfectly positioned to lead the industry, not only in terms of its productivity and efficiency, but also because of its environmental sustainability. The new tractor will be launched in 2009 through an integrated communications strategy.
“Partnering with Simantel, we benchmarked the auto industry to develop a creative approach to communicate our message, and the result continues to exceed our expectations.” —David Nicoll, Track-type Tractor Commercial Manager
