Cat dealer launches new brand

18 January 2020

New Zealand’s Cat® dealer marked a new era at a special event in Auckland last week where Chief Executive Grant Whitelaw revealed a new company name, Terra Industrial New Zealand Ltd, and outlined a vision for a revitalised future based on new ownership, customer passion for Cat® products and expanded customer solutions.

“We are building on a magnificent legacy of 90 years. The company has a great history in working with customers to help build New Zealand, and we are taking this forward as we draw on new resource and expand our customer offering,” he said.

The expertise and experience of Sime Darby, who owns some of the world’s leading Cat® dealerships, will bring new strength to the company.

Customers have shown they have real pride in owning Cat® equipment, and the company would be introducing some industry-firsts in helping them get more value from the equipment than they realise is available.

As a first step, the company is launching a new customer portal to give easy online access to vital information about things like fuel efficiency, machine locations, hours on equipment and oil lab results. It will also be moving to a more solution-focused model of helping customers solve problems as well as providing machinery, he said.

The name Terra, coming from the Latin words terra firma, reflects the company’s connection to the land and to the grounded nature of its people and our relationships.

“Caterpillar brings us the power of unparalleled world-class Cat® products and systems, and we are here delivering the power on the ground through our people, places, product and solutions,” Mr Whitelaw said.

The new name and brand will appear on Terra Industrial’s digital channels almost immediately. While the website and email addresses are changing, contact the team as usual as messages will be automatically redirected. Phone numbers and branch locations remain the same, but the signage on Terra Industrial’s branches, vehicles and uniforms will be progressively updated over the next six to 12 months.