Cat fights for forklift recognition

摘要

Caterpillar has a forklift range? That is the surprised response that WesTrac Equipment forklift sales representative Alex Meldrum encounters more often than not in his dealings with potential customers. Caterpillar's involvement in the materials handling sector is no great surprise in itself, given the company's sphere of influence in the equipment manufacturing world. However, the Cat forklift range is often overshadowed by its giant earthmoving machines, leading to a general lack of awareness in the market. For Meldrum, who has headed WesTrac's forklift division for the past five years, raising the profile of the product has provided his greatest challenge.