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Caterpillar(R) Lift Trucks Continues Record-Breaking Sales

20 October 1998

Caterpillar(R) Lift Trucks Continues Record-Breaking Sales, Rolls Out Historic New Product Lines

    HOUSTON, Oct. 19 -- Caterpillar Lift Trucks, riding another
year of unprecedented demand for lift trucks in the U.S., Canada and Latin
America, has rolled out its largest new product introduction in the company's
history.
    Eighty percent of the company's products have been redesigned and given an
"automotive" restyling following years of testing, field trials and interviews
with lift truck operators.
    "This represents a new era for the lift truck industry," says Roger Arras,
vice president, customer support.  "Until now, manufacturers have produced
lift trucks with little, input from the end user.  But that's all changed."
    When asked to state their concerns about lift trucks currently in use,
operators interviewed did not hesitate to point out older models typically
sacrifice comfort, easily overheat and require frequent service -- three of
the top factors that impact operator productivity.
    "When operators aren't productive, neither is the facility they're working
in, whether it's a lumber yard, a warehouse or dock operation," adds Arras.
    These new products, each of which focuses on improved operator comfort and
ergonomics, greater visibility and ease of operation, include:

    --  a redefined family of 3,000-6,000 lb. capacity cushion tire lift
        trucks, the most popular lift truck purchased in the U.S. for use in
        air-conditioned, smooth-surface warehouses;

    --  new gas and LP gas cushion tire trucks with 7,000-15,500 lb. of lift
        capacity for use at facilities such as steel mills and lumber yards as
        well as for loading and off-loading rail cars;

    --  its first-ever 3,000-5,000 lb. capacity electric counterbalanced
        stand-up end-control model, simplified for use in dock operations and
        narrow-aisles of home centers and retail super stores; and

    --  new 3,000-4,000 lb. capacity three-wheel sit-down counterbalanced lift
        trucks for warehouse and dock operations.

    Arras expects the re-designed and re-styled Caterpillar Lift Trucks to be
well received by the market as production of the company's products continues
at a fever pace.
    "The lift truck business has never been more competitive," he says.  "And
today's operator is not going to be content with the same old lift truck.  The
companies which respond to this shift will win in the end."