Borusan Cat, the market leader in its operating territories since its establishment, represents Caterpillar in six countries, with more than 2,500 employees.
With its renowned capabilities and expertise developed in different territories, Borusan Cat is dedicated to creating value for all its stakeholders through solution-provider-focused strategic initiatives. The company is known as one of the leading dealers of Caterpillar in the world.
Borusan Cat addresses customers’ needs by developing comprehensive and value-added solutions, through expanding its presence in six countries. With its experienced and dynamic team, Borusan Cat looks to the future with confidence and is dedicated to creating solutions for a better world. The company will continue investing in advanced technology and digitalization along with a focus on boosting operations efficiency.
Strategic Positioning
Borusan Cat sustains its strong presence and successful operations, driven by the following competitive strengths:
- A reliable consultant for customers with solution provider identity,
- Unique expertise gained in different territories,
- Value-added sales and after-sales solutions reinforced by innovation and digitalization,
- Strong engineering capabilities, project management skills and extensive turnkey solutions,
- Process and analysis of continuous data flow from the field with artificial intelligence tools,
- A customer-oriented, agile and lean organization working with founder’s mentality.
Borusan Cat Creates Solutions Across Territories
- Through strong financial discipline, efficient organizational structure and a customer centric approach, Borusan Cat has been maintaining its operations successfully.
- 2019 was a record year in terms of financial results, particularly for profitability.
- Customer loyalty results reached record levels in almost all countries.
- The company celebrated its 25th anniversary of the Caterpillar dealership in Turkey and the 20th anniversary in Kazakhstan.
Construction Industry
Despite industry decline, Borusan Cat’s sales and market share increased with customer focused, innovative marketing and distribution approaches. The company was selected as one of the highest performing dealers in terms of increasing market share.
- Dominating backhoe loader industry in Kazakhstan with increased market share to 50%, while still being one of the strongest players in paving segment resulting in highest level of sales ever,
- Reached highest sales to user and market share in Far East Russia territory despite the slowing down GDP. Strong footprint and support capabilities in the territory combined with 3-tier coverage (dominance, focus to grow and selective coverage) and innovative solutions enabled sustainable growth in customer loyalty,
- Highest performing SEM distributor award received in Far East Russia, reaching ¼ share of the market in 2019.
- Turkey operations continued its growth for end user sales in 2019 by 5%. By dedicated focus on core equipment sales, over 25% growth achieved in 2019.
- Awarded for making one of the most successful NextGen Excavator launch, managed steady market share increase in medium and large excavator groups. Dominance in marble industry secured by 2 percentage points market share increase in total wheel loader market.
- With “Site Technology” approach Borusan Cat is as a game changing player by productivity focused innovative products with smart solutions. As a value creating technology partner with innovative and disruptive solutions, Sitech Eurasia has been offering unparalleled customer experience to its partners. Sitech is the winner of all mega projects by value-added engineering capabilities, strong project management skills with highly capable and experienced teams operating in Turkey, Azerbaijan, Georgia, Kazakhstan, Kyrgyzstan and launched in Far East Russia this year.
- Benim Filom was strategically repositioned as an end to end solution provider from greenfield to landscape concentration in construction industry. Customers have the opportunity of simplifying all site works from multi vendors to a single trustable vendor.
- Used Equipment and Rental business, continued to sustain its strong position despite tough market conditions in Turkey. Turkey’s success is approved by Caterpillar with gold and silver certification levels in Operational Excellence Program respectively. Borusan Cat plans to deploy this experience to other Borusan territories with ‘Integrated Used Equipment and Rental Strategy’ in order to provide the same standard of customer experience across its territories.
- Borusan Cat continued process optimization and efficiency increase efforts in 2019 resulting in improvements in call to dispatch and turnaround time. The number certified of rebuilds increased significantly in 2019 in Far East Russia, a record in Caterpillar Eurasia Territory.
- With the aim of offering fast, reliable and convenient customer support solutions Exchange (B’Daha) business is initiated.
- With an increasing focus on aftersales business, pilot studies for customized and flexible “Customer Value Agreements” were initiated.
- Ecolog brand, wheeled harvesters and forwarders for the forestry segment, were added to Far East Russia’s portfolio.
Resource Industry
Being a reliable consultant for customers and offering tailor made solutions through account base approach, Borusan Cat continued its success in resource industry. Despite the challenges in the industry, the company achieved highest revenue and maintained market share by creating solutions for its partners and strong key account management.
- Sustained high market share in underground mining segment and become one of the leading Caterpillar dealers.
- The largest truck type tractors of Caterpillar product line (D11) and the first 250 tons off high way trucks (793) were introduced to Kazakhstan market.
- The first licensed manufacturing of Ground Force products (water tanks) was completed and exported in Kazakhstan. The unique rebuild of Metso crushers was also completed.
- Along with a long-standing partnership with Kumtor Gold Mine in Kyrgyzstan, the company expanded its service portfolio and reach significant revenue growth.
- Continued its long standing strong partnership with Petropavlovsk in Russia Far East.
- Focus on alluvial miner’s clusters delivered boost of LTTT sales, which expected to grow in coming years.
- Continued its strong partnership with Tuprag Gold Mine (Eldorado Gold Company) and successfully completed customers off high way trucks LNG conversion.
