SHANGHAI China, November 24 – SEM launched the new brand campaign with the theme of “Accountable Strength” and displayed three products introduced earlier this year, including the SEM676D wheel loader, SEM526 soil compactor, SEM818D track-type tractor for low ground pressure application. In addition, an early concept prototype electric drive 658D wheel loader was on display. The SEM trade show exhibit highlighted the brand’s confidence, commitment to customers and the service promise it has been adhering to.

The products on display inherit the consistent quality of SEM brand – high quality, high reliability and high productivity. Known for its high efficiency, reliability, environmental protection and energy saving, the SEM676D wheel loader is designed for large-tonnage and heavy-duty applications. It has been well received by customers since it was introduced in the region. With good compaction performance, improved fuel economy and smooth and comfortable operation, the SEM526 soil compactor better meets customer needs for the 26-ton soil compactor in China. As a brand-new solution for low ground pressure application, the SEM818D track-type tractor includes up-to-date technology. It is widely used for low ground pressure condition jobsites, while ensuring the versatility of various track shoes to better meet the demands of diverse working conditions. The concept prototype electric drive 658D wheel loader produces zero engine emissions supporting our customers’ environmental goals, while delivering the performance needed by our customers.

At the show, the SEM brand service promise was presented adhering to – 山工服务，全力以赴（SEM Services, Full Commitment）. The SEM brand is committed to providing the professional and worry-free services to customers through “five-strength service” – responsiveness, maintenance, reliability, professionalism and assurance. To accommodate audiences unable to visit the SEM booth, the SEM team created an online exhibit hall where attendees can view and experience SEM products and services similar to a typical trade show environment.

“As an important brand in the Caterpillar portfolio, SEM has been making good leverage of Caterpillar’s 95 years of growth experience and industry knowledge. It is committed to providing expanded offerings including services and solutions to meet the continuously transforming and diversifying customer needs in and outside of China,” said Qihua Chen, Caterpillar Vice President for China Operations Division. “We will continue our enterprise strategy, investing in expanding the SEM product offerings and making joint efforts to support customer long-term success by providing the right solutions in the right place.”

A ceremony of SEM machine delivery was held during the event. Qihua Chen and SEM China Sales Manager Wei Luo handed over the key to the customer. In addition, Qihua Chen and SEM Global Service Development Manager Dean Zhou presented customer service awards to five SEM dealer representatives to recognize the professional, timely and reliable services they provided to customers. Caterpillar (Qingzhou) Ltd. Facility General Manager Jianping Ma and Engineering Manager Tony Li also participated in the ceremony.

Bauma CHINA takes place in Shanghai every two years. The trade show is the largest and most important event for the entire construction machinery industry in China and all of Asia.

About Caterpillar

Since 1925, Caterpillar Inc. has been helping our customers build a better world – making sustainable progress possible and driving positive change on every continent. With 2019 sales and revenues of $53.8 billion, Caterpillar is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. Services offered throughout the product life cycle, cutting-edge technology and decades of product expertise set Caterpillar apart, providing exceptional value to help our customers succeed. The company principally operates through three primary segments – Construction Industries, Resource Industries and Energy & Transportation – and provides financing and related services through its Financial Products segment.

About Caterpillar (Qingzhou) Ltd. and SEM Brand

Caterpillar (Qingzhou) Ltd. (CQL), formerly Shandong SEM Machinery Co., Ltd. was founded in 1958. In 2008, Caterpillar (Qingzhou ) Ltd. became a wholly owned subsidiary of Caterpillar. Today SEM is an important Caterpillar brand supporting the fast-growing demands from China and worldwide. Caterpillar (Qingzhou) Ltd. is located in Qingzhou City, eastern Shandong province, which is easily accessible by major highways.

As a wholly-owned subsidiary of Caterpillar, CQL produces both SEM and Cat® products. SEM has its own brand proposition, distribution channels, marketing strategy and product support. The SEM brand of wheel loaders, soil compactors, motor graders and track-type tractors are targeted to meet customers’ needs in and outside of China. SEM products meet or exceed regional industry requirements for quality and reliability.

Caterpillar is dedicated to providing affordable, available and supported SEM products and services to serve the customers all over the world. In China, SEM machines are sold through a network of over 70 SEM dealers, owned and operated by local entrepreneurs. Outside of China, SEM products are sold mainly through Caterpillar dealerships with dedicated SEM channels, covering more than 90 countries. Key export regions for SEM machines include Asia Pacific, Latin America, Eurasia, and Africa and Middle East.Editor/He Yuting