Mantrac Group, a major authorized dealer for Caterpillar across its African territories, recently concluded a customer engagement initiative in Málaga, Spain, marking Caterpillar’s centennial anniversary. The program, which brought eleven qualifying Kenyan equipment purchasers to Spain, underscores Mantrac’s strategy to strengthen customer relationships and deepen technical knowledge across key African markets.
The visit was the culmination of a Mantrac Group campaign rewarding loyal customers who purchased eligible CAT excavator models. The delegation of Kenyan customers joined 69 other qualifiers from various African territories for an intensive, technical, and relationship-building program.
Focus on Technology and Operational Insight
The central component of the trip was held at the Caterpillar Málaga Machine Learning and Demonstration Centre. The agenda was designed to provide Mantrac’s clients with direct exposure to the latest innovations supporting their heavy equipment operations. Key elements included centennial reflection: A session commemorating 100 years of Caterpillar innovation; Product Insights: Deep dives into the latest technologies across CAT’s excavators, earthmoving equipment, paving solutions, and digital offerings like VisionLink (Caterpillar’s telematics solution for fleet management); The highlight of the technical visit was the CAT Big Push Show, a live demonstration showcasing the power and capability of the equipment in a real-world environment.
Strengthening African Partnerships
The initiative is framed by Mantrac as an investment in long-term customer success and loyalty within its rapidly growing African operating regions.
Mohamed Ibrahim, Managing Director of Mantrac Kenya, commented on the strategic value of the event: “This experience gave our customers a closer understanding of the innovation and value behind CAT equipment. It was a great opportunity to engage with Caterpillar experts; see the machines in action and reinforce the strong partnerships we have built in Kenya. We remain committed to supporting our customers with reliable solutions and a partnership focused on long term success.”
By exposing customers to the latest machine learning and demonstration facilities, Mantrac aims to enhance operational efficiency for its African clients and secure future equipment and digital service contracts. The event combined the technical training with cultural activities, commencing with a welcome at the Gran Hotel Miramar and a guided exploration of Málaga.
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