CATERPILLAR

COMMERCIAL

EXCELLENCE

& CUSTOMER

SOLUTIONS

GROWTH SALES PLAN

2026 commercial growth framework for equipment, services, digital

solutions and dealer-supported customer expansion.

CUSTOMER LIFECYCLE

Equipment sale

→

Finance

→

Parts

→

Maintenance

→

Digital

→

Repair

→

Reman

→

Replacement

COMMERCIAL ENGINE

Key accounts + services + tailored go-to-market + dealer

collaboration

2026 CONTEXT

$20.5B Q2 sales and revenues; 24% year-over-year

increase

Planning framework | Caterpillar commercial strategy translated into a customer-account growth model

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

01 | GROWTH ARCHITECTURE

Sales Plan Overview

Caterpillar’s current strategy centers profitable sales growth on deeper customer understanding through Commercial Excellence, advanced technology and transformation. This

plan turns that enterprise direction into a practical sales motion that connects equipment, services, digital capabilities and the dealer network across the customer lifecycle.

PROFITABLE VOLUME

• Increase equipment sales where

customer demand and fleet

economics support replacement or

expansion.

• Protect value through disciplined

commercial execution.

CUSTOMER DEPTH

• Build key-account plans around

operational requirements, uptime

and total cost of ownership.

• Move from transaction-based

selling toward lifecycle

relationships.

SOLUTIONS MIX

• Pair equipment with parts,

maintenance, financing, monitoring

and technology-enabled services.

• Expand recurring aftermarket

opportunities.

GO-TO-MARKET

• Coordinate Caterpillar teams with

independent Cat dealers.

• Use local customer insight and

service coverage to improve

account development.

Strategic foundation

Caterpillar describes Commercial Excellence as closer collaboration with customers through key-account engagement, services and tailored go-to-market solutions. Its technology

strategy is designed to make machines more connected, productive, safe and efficient.

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CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

02 | CUSTOMER PORTFOLIO

Target Customer Segments

SEGMENT

PRIMARY NEED

SALES OPPORTUNITY

LIFECYCLE EXPANSION

Construction companies

Production, uptime, project economics

Earthmoving, paving, compact and large equipment

Parts, maintenance, monitoring, replacement

Mining companies

High utilization, safety, haulage productivity

Mining trucks, loaders, autonomous solutions

Condition monitoring, parts, rebuilds, technology

Energy & power

Reliable power generation and uptime

Engines, turbines, power systems

Service agreements, monitoring, parts

Infrastructure operators

Long-cycle asset productivity

Heavy construction and road equipment

Fleet management and lifecycle services

Industrial businesses

Process reliability and cost control

Engines, industrial systems, material handling

Maintenance and digital services

Rental companies

Fleet utilization and availability

Fleet acquisition and replacement

Parts, service, telematics and resale support

Large fleet operators

Standardization and productivity

Multi-unit fleet solutions

Connected fleet, agreements and replacement

Government & public

infrastructure

Project delivery, reliability, procurement

Infrastructure and municipal equipment

Service coverage, parts and fleet support

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

03 | COMMERCIAL PRIORITIES

Core Sales Objectives

Increase profitable sales volume

Prioritize accounts where fleet growth, project activity or replacement cycles create durable equipment demand.

Deepen key-account relationships

Build account plans around customer operations, productivity, uptime and total cost of ownership.

Expand equipment sales

Identify replacement, fleet expansion and new-customer opportunities across core industries.

Grow aftermarket revenue

Attach parts, maintenance, repairs, remanufacturing and value agreements to the installed base.

Increase retention

Create lifecycle touchpoints that keep Caterpillar and dealer teams connected after the initial sale.

Expand technology solutions

Use connected equipment, fleet visibility, predictive capabilities and digital purchasing to extend value.

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

04 | KEY ACCOUNT MODEL

Commercial Excellence Strategy

ACCOUNT

IDENTIFICATION

OPERATIONAL

DIAGNOSIS

ACCOUNT

STRATEGY

CATERPILLAR +

DEALER ALIGNMENT

TAILORED

SOLUTION

LIFECYCLE

ENGAGEMENT

Key-account discipline

• Prioritize accounts by fleet size, growth potential, service opportunity and

strategic relevance.

• Map decision makers, operating sites, equipment mix and replacement cycles.

• Create one coordinated account view for Caterpillar and dealer stakeholders.

Tailored go-to-market

• Translate customer operating requirements into equipment and lifecycle

recommendations.

• Bundle equipment, financing, services and technology where they solve a

defined business need.

• Review account performance continuously and adjust the commercial plan.

Caterpillar's published strategy explicitly links Commercial Excellence to key-account engagement, services and tailored go-to-market solutions.

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CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

05 | EQUIPMENT PORTFOLIO

Equipment Sales Strategy

PORTFOLIO

OFFERING

TRIGGER

Construction

Excavators, loaders, dozers, graders, compact equipment

Project expansion, replacement, fleet standardization

Mining

Trucks, loaders, autonomous and productivity solutions

Mine expansion, replacement, utilization improvement

Power & Energy

Engines, turbines, power systems

Data centers, power generation, industrial applications

Industrial

Industrial engines and specialized equipment

Process reliability and asset replacement

Large fleets

Multi-unit equipment programs

Standardization, lifecycle economics, fleet productivity

REPLACEMENT OPPORTUNITIES

• Ageing fleet

• Rising repair burden

• Productivity gap

EXPANSION OPPORTUNITIES

• New projects

• Capacity expansion

• Fleet standardization

ATTACHMENT OPPORTUNITIES

• Services

• Financing

• Digital connectivity

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

06 | AFTERMARKET ENGINE

Services Growth Strategy

Services are a central part of Caterpillar's lifecycle model. Caterpillar reported $24 billion in 2025 services revenue and highlighted initiatives including eCommerce, Customer

Value Agreements and connected assets.

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PARTS

Availability, planned replacement and

component support

MAINTENANCE

Scheduled service and uptime

protection

REPAIRS

Reactive and planned repair support

CUSTOMER VALUE

AGREEMENTS

Lifecycle service relationship and

value proposition

CONDITION MONITORING

Use machine and fleet information to

identify maintenance needs

REMANUFACTURING

Extend asset value and support

lifecycle economics

DIGITAL SERVICES

Connectivity, fleet visibility and

performance insights

FLEET MANAGEMENT

Improve utilization, productivity and

operational visibility

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

07 | LIFECYCLE REVENUE

Customer Value Expansion

Initial equipment

sale

Financing

Parts

Maintenance

Digital monitoring

Repairs

Remanufacturing

Equipment

replacement

Account objective

• Treat the equipment sale as the start of a commercial relationship.

• Create recurring touchpoints tied to uptime, productivity and operating

economics.

• Identify the next lifecycle event before it becomes a lost opportunity.

Expansion signals

• Fleet utilization increases

• Maintenance costs rise

• New project or site opens

• Customer adds equipment

• Connectivity gaps appear

• Replacement cycle approaches

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

08 | CONNECTED SOLUTIONS

Digital & Technology Sales

SOLUTION

ROLE

CUSTOMER VALUE

VISIONLINK

Fleet-management visibility

Turn equipment data into operational insight.

CONNECTED EQUIPMENT

Machine connectivity

Create visibility into location, utilization and performance.

AI-ENABLED CAPABILITIES

Data-supported decisions

Support faster identification of operational and maintenance opportunities.

AUTONOMOUS EQUIPMENT

Productivity and safety

Expand technology-led value propositions in appropriate operating environments.

PREDICTIVE MAINTENANCE

Proactive service

Use condition and performance signals to anticipate service needs.

DIGITAL PURCHASING

eCommerce

Simplify parts and service purchasing across the lifecycle.

Technology should be sold as an operating solution rather than an isolated feature: connect the machine, surface useful information, identify an operational action and measure the

resulting customer value.

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

09 | GO-TO-MARKET NETWORK

Dealer Sales Strategy

CHANNEL

PRIMARY ROLE

Caterpillar commercial teams

Enterprise strategy, product expertise, key-account coordination

Independent Cat dealers

Local customer access, equipment support, service coverage

Key-account sales

Strategic relationship management and lifecycle planning

Digital / eCommerce

Convenient parts and service purchasing

Customer service teams

Post-sale engagement and issue resolution

LOCAL ACQUISITION

• Prospect development

• Site visits

• Local market intelligence

SERVICE COVERAGE

• Parts availability

• Maintenance

• Repair support

ACCOUNT INSIGHT

• Customer needs

• Fleet changes

• Competitive signals

JOINT EXECUTION

• Shared account plans

• Opportunity reviews

• Lifecycle expansion

Caterpillar identifies its independent global dealer network as a major foundation for reaching and supporting customers.

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CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

10 | EXISTING-CUSTOMER GROWTH

Account Expansion Plan

Existing customer

Start with the installed fleet and active operating relationship.

Analyze fleet and usage

Review equipment mix, utilization, age, productivity and service history.

Identify service gaps

Find maintenance, parts, uptime, connectivity or coverage opportunities.

Recommend equipment

Match expansion or replacement needs to the customer's operating plan.

Introduce technology

Add fleet visibility, monitoring or other appropriate digital capabilities.

Expand agreements

Develop parts, maintenance and Customer Value Agreement opportunities.

Build the relationship

Establish a recurring account review and next-opportunity cycle.

CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

11 | MEASUREMENT SYSTEM

Sales KPIs & 2026 Growth Focus

EQUIPMENT

Equipment sales revenue

SERVICES

Services revenue

ACCOUNTS

New customer accounts

KEY ACCOUNTS

Key-account growth

RETENTION

Customer retention

PARTS

Parts sales

CVA

Customer Value

Agreement adoption

DIGITAL

Digital-service adoption

CONNECTIVITY

Fleet connectivity

DEALER

Dealer sales performance

LIFETIME VALUE

Customer lifetime value

2026 growth focus

CUSTOMER

• Increase engagement

• Strengthen key-account

relationships

SERVICES

• Expand aftermarket

• Increase lifecycle attachment

TECHNOLOGY

• Grow connected solutions

• Increase digital adoption

NETWORK

• Support equipment demand

• Expand dealer capabilities

Caterpillar reported Q2 2026 sales and revenues of $20.5 billion, up 24% year over year. Higher sales volume was a major contributor, with higher equipment sales to end users cited across several segments.

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CATERPILLAR

COMMERCIAL EXCELLENCE & CUSTOMER SOLUTIONS

2026 Growth Sales Plan

12 | EXECUTION BLUEPRINT

Expected Outcomes & Growth Framework

nities.

Increased services revenue

Greater attachment of parts, maintenance, repair, agreements and

remanufacturing.

Stronger relationships

More structured key-account engagement across the lifecycle.

Recurrin

A larger ins

Customer retention

Ongoing value delivery tied to uptime, productivity and operating needs.

Dealer-supported growth

Stronger coordination between enterprise teams and local dealer capabilities.

Profitab

A balanced

THE COMMERCIAL FLOW

CUSTOMER

SEGMENTATION

KEY

ACCOUNTS

EQUIPMENT

SALES

SERVICES

DIGITAL

SOLUTIONS

DEALER

NETWORK

ACCOUNT

EXPANSION

KPIs

GROWTH

TARGETS

This framework translates Caterpillar's customer-centered Commercial Excellence model into a repeatable sales motion: acquire the right accounts, solve the equipment need,

attach lifecycle services, connect the fleet, coordinate the dealer network and expand the relationship over time.

Source basis for current corporate facts: Caterpillar strategy, 2025 annual reporting and Q2 2026 results. Current facts are used only where specifically identified in the plan.

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Caterpillar Commercial Excellence & Customer Solutions Growth Sales Plan

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