CEO REPORT
Hi there everyone.
This combination of product quality and customer focus has generated relationships between our customers, the dealership and Caterpillar that have stood the test of time, and almost a century in a few cases. For Terra, we’re also constantly looking at ways to adapt and develop so that we can keep improving our support levels to our customers. Sure, technology plays a part, but mostly this comes from an amazing team that’s focused on giving its best for our customers every day. Our current focus is to make it easier for our team to do their job efficiently, so that it’s then easier for our customers to do business with Terra. This means changing our way of working and making our business model more efficient, so we can deliver a world-class experience for our customers. This is a journey we’ll continually monitor and adjust as we learn, but we’re committed to providing a support model that’s as modern and efficient as the Cat equipment we sell across the country. If we focus on providing this, we’ll continue this world-class customer-supplier relationship for another century to come.
2025 has been an interesting year so far, not just for Terra Cat, but for every industry we work in. Last year was a difficult one for the entire New Zealand economy, but expectations were high that conditions would improve the following year – we just needed to “survive ‘til 2025”. The economic turnaround hasn’t materialised as quickly as everyone hoped. This year has still been a grind for the key industries we participate in, with construction being particularly slow to gain any meaningful momentum. The first half of this year has also been a year of reflection for us at Terra, as we celebrate 100 years of Caterpillar and 93 years for the Caterpillar dealership in New Zealand. Both are amazing achievements, but what brought it home for me was the huge amount of Cat equipment that rolled into this year’s Wheels at Wa- naka event. It was insightful to witness how much the Caterpillar product has evolved over the past century. We’ve gone from pony engine start to push-button, no cab to ergonomic, air-conditioned, ROPS cabs, and eyesight-calculated grade control to full 3D semi-autonomous grade control. More importantly, Wheels at Wa- naka provided me the opportunity to have hundreds of conversations with customers and staff, both past and present. These discussions made me realise that the broad needs of our customers haven’t really changed over the years – they still want quality Cat equipment that delivers day-in, day-out, backed with the support of a high-performing dealership.
Chris Heaton CEO & Managing Director
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