Caterpillar updates rental brand and digital tools

Caterpillar will use ConExpo-Con/Agg to launch Cat Rentals as its new brand for the rental activities carried out by its dealers worldwide. The new brand replaces the long-standing Cat Rental Store (CRS) name.

At the same time it is updating digital tools to give customers a “more seamless experience” in rental, making it easier to communicate with dealers and offering greater integration of telematics data for fleet management.

The initiative includes a new website, catrentals.com, that will help customers find dealers, rent equipment online and manage rentals.

Cat Rentals is the new brand identity for the rental operations of its dealers. (Image: Caterpillar)

“It’s all about making the rental process easier and offering better visibility, so Cat Rentals digital tools can help our customers meet their toughest challenges more efficiently,” said Phil Kelliher, senior vice president, Cat Rental & Used.

“What’s changing is the brand’s design and the way customers will experience it. What’s not changing is our commitment to customers, backed by local roots and global strength.”

Caterpillar’s dealers are among the largest rental businesses in the world, with major rental operations run by dealers including Finning, Holt Cat, Zeppelin Group and TESYA.

In recent years, as many as 15 Cat dealers have been placed in the IRN100 list of the world’s largest 100 equipment rental companies,

Digital tools

The upgraded digital tools will also include an improved rental customer dashboard to show past, current and upcoming rentals. A self-service feature will enable customers to off-rent, call for service, and transfer equipment.

The website will provide customers with information on equipment utilisation, telematics and billing, as well as the ability to set notifications and alerts in relation to rentals.

Cat Rentals will also now be part of what Cat calls “a connected experience ecosystem that integrates with cat.com and VisionLink.” Later this year, the new rental management features will integrate with the Cat AI Assistant.

“The Cat Rentals brand refresh begins at Conexpo and will roll out new features and advanced technologies, such as the Cat AI Assistant, throughout the year,” added Kelliher.