Late last year, Caterpillar announced a new retail strategy that would fundamentally change the way the company sells its machines. Specifically, the company rolled out on-machine sticker pricing at its dealerships and the ability to shop for machines online. In the episode of The Dirt below we talk to Alex Stokman, Cat’s Retail Development Manager for North and South America, about these changes and what the customer and dealer reaction to the changes has been.
