Caterpillar expands online machine sales, with set pricing, further into lineup

On shop.cat.com, retail prices for the Cat 950 GC ranged from $225,824 to $239,837, depending on the dealer.

All U.S. Cat dealers are now offering online retail-pricing on several Cat machines throughout its lineup, the culmination of a two-year initiative the company first revealed last fall.

Cat says it’s offering retail pricing—which offers customers a specific, set price on a machine—through its dealers on shop.cat.com.

Initially created as a compact equipment initiative, retail prices are now displayed for select machines in most of Cat’s major lines. Beyond the compact machine stable of compact track loaders, skid steers, Excavator/ 'target='_blank' style='color:blue;'>Mini Excavators and compact Wheel Loaders, the website is offering retail pricing on a limited number of Excavators and Wheel Loaders, in addition to one backhoe, Compactor and utility Vehicle.

Still absent are dozers and articulated Trucks.

Retail offerings are dealer-specific. For most large machines, after you select a machine category — say excavators — you must first enter your location to view offers. You are then redirected to your local dealer’s website.

In one search, we were directed to Altorfer Cat’s site, which listed three GC models of excavators (Cat’s value machine offering): the 313F GC, listed for $155,525; 320 GC ($187,625), and  the 320 GC Tool Control ($194,025). Pricing was also displayed for buckets ($6,752) and hammer bundles ($57,050 unassembled).

On the larger machines, most offerings appear to be limited to GC models. One exception is the 420F2 backhoe, listed at $119,142.

As would be expected, pricing varies by location. The 950 GC Wheel Loader went for $225,824 in Seattle (NC Machinery) to $235,440 in Houston (Mustang Cat) to $239,837 in both Alabama (Thompson Cat) and New York City (H.O. Penn). Both NC Machinery and Mustang Cat listed their prices as discounts from the original price of $239,837, however.

On the compact side, the retail offerings on shop.cat.com are more extensive than on the large machine side, although they do not include the full lineup that Cat offers. For example, shop.cat.com offers five compact track loaders, ranging from the 239D3 at $48,067 to the 299D3 at $86,422, and includes cab and canopy versions of the 259D3. The full Cat CTL lineup has eight models plus the 257D3 multi terrain unit.

Again, there are variances in pricing among dealers. NC Machinery, for example, lists the shop.cat.com prices listed above as the starting point, and then shows a monthly payment price as a discount ($1,359.78 on the 299D3, as an example).

Cat says the site also offers machine specifications, product videos and features. Buyers can also choose from different levels of extended protection plans (EPP), attachments, financing options and special financing deals.

The site also offers a monthly payment calculator based on machine configuration, selected EPP and financing options, so customers know the dealer acquisition price and monthly payment. Cat Financial offers financing online, leaving the final paperwork upon machine delivery, Cat says.

“The equipment needs of our customers are immediate, and they typically conduct machine searches while balancing the demands of the project site,” says Alex Stokman, Caterpillar North America retail development manager. “This is just one more step in Caterpillar’s transformation to deliver a faster-paced sales process. Our dealers are committed to being a one-stop shop for machines, attachments and service solutions.”

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