Caterpillar manufactures some of the most advanced machinery in the world—excavators capable of moving mountains, generators that can power entire hospitals, road graders that move with millimeter precision. But there’s more to these machines than raw horsepower and cutting-edge GPS technology.
To show just how capable they are, Caterpillar created the Cat Trials. Unlike traditional proving grounds, the Cat Trials take a decidedly unfussy approach to putting heavy machinery through its paces. Previous Trials have featured skilled operators playing an oversized game of Jenga with 600-pound playing pieces and a collection of autonomous bucket loaders playing PAC-MAN on a 30,000-squarefoot game board. For the most recent one, Cat Trial 11: Hot Wheels, Caterpillar created a life-sized racecourse.
Here, Kelly Kyer, Caterpillar’s global brand strategy and activation manager, reveals the strategy behind the company larger-than-life challenges.
Why did Caterpillar start the Cat Trials?
This story is from the November 2021 edition of Fast Company.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the November 2021 edition of Fast Company.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
The World's 50 Most Innovative Companies - CAMPUS
FOR CREATING A NATIONAL ONLINE COMMUNITY COLLEGE
The World's 50 Most Innovative Companies - SOL DE JANEIRO
FOR DROPPING NEW FRAGRANCES AT AN INTOXICATING PACE
The World's 50 Most Innovative Companies - VANTA
FOR OFFER ING STARTUPS TOOLS TO TRUST BUT VERIFYIN THE AGE OF AI
The World's 50 Most Innovative Companies - PERPLEXITY
FOR LOCATING THE ANSWER TO THE PERENNIAL PROBLEMS OF WEB SEARCH
The World's 50 Most Innovative Companies - THE POWER BROKER
ITS CHIPS SPARKED THE AI REVOLUTION. NOW NVIDIA IS PUTTING THE TECH TO WORK ACROSS INDUSTRIES.
The World's 50 Most Innovative Companies - NATIONAL WOMEN'S SOCCER LEAGUE
FOR RESETTING THE VALUE OF WOMEN'S SPORTS
08 FOR WHOM THE BELL TOLLS
WITH A NEW CEO BEHIND THE COUNTER. TACO BELL IS FOLLOWING A FRESH STRATEGY FOR GLOBAL CULTURAL DOMINATION. ONE TACO TUESDAY AT A TIME.
Reimagining the ways we work and meet
As business leaders rethink their real estate footprint, they're embracing smaller, high-quality, amenity-rich spaces that are more focused on human connection.” In other words, Convene.
10 Trend
From the Most Innovative Companies | Plus 606 Honorees From Advertising to Video
The World's 50 Most Innovative Companies
"The 1920s, water went into a generator, and DC Power came out. Now electrons go into a generator, and intelligence comes out."
