Editor at Large: Visiting CatUsed.com at the Charlotte Motor Speedway

Each year used equipment sales generate $17 to $20 billion worldwide, says Jim Johnson, president of Caterpillar Used Equipment Services (a corporate Cat division that helps dealers distribute used machinery). Johnson invited journalists down to the Charlotte Motor Speedway in October (during the Bank of America 500 NASCAR race) to discuss the used market and to visit an important CatUsed.com event, where about 40 pieces of pre-owned Cat equipment were for sale, ranging from skid steers to mining trucks. Jeff Burton, who drives the No. 31 Caterpillar car, even repainted his Chevrolet Impala SS with the CatUsed.com logo during the race, to help sponsor the event. 

“We are here looking to find new customers,” explained Johnson, noting that NASCAR and Cat have the same base of hardworking blue-collar fans. “We’re also here to promote the Cat brand as the gold standard for used equipment.”

At Turn 2, on the backside of the speedway, Caterpillar set up a huge lot full of yellow and black construction equipment for race fans, dealers and customers to visit. Among many cool attractions, Caterpillar Used Equipment Services had retrofitted a 1985 140G motor grader for sale, rebuilt with new parts, systems, comforts and even a Tier III electronic engine, promoting its long lasting machinery to race fans and a hospitality tent full of buyers. Cat also emphasized its growing website, www.catused.com, which receives 24,000 to 30,000 visits a month. I was there to cover the sale and website, and I was lucky enough to enjoy the event and race. Here are a set of photos from both, most of which were taken by all around nice guy Mark Sprouls, from Caterpillar Trade Press Relations. Wave your cursor over photos for explanations (works best with Windows Explorer).