BAUMA 2007 Parts Manufacturers

Over 80 parts manufacturers were present at BAUMA 2007 from many regions of the world but primarily
headquartered in North American, European and Asian countries. Besides the normal major and minor
replacement parts competitors there were a large number of suppliers representing the Asian countries of
China, Korea and India. As usual the largest group of competitive manufacturers were the GET (Ground
Engaging Tools) companies, numbering well over 25 with the other product areas (UC, ENG, DT, HYD and
FIL) somewhere between 7 and 15. The major GET competitors ESCO, Hensley and Metalogenia had large
exhibit booths displaying their proprietary patented bucket tooth products as well as their direct replacement
components for Caterpillar and other OEM machines. Another major competitor, Black Cat Blades also had
a large booth and displayed their direct replacement GET components as well.
ESCO had an attractive, well laid out booth that displayed
their full line of GET products. They had individual displays of
their various bucket tooth systems (Super V, SV2, Max DRP,
POSILOK), wear protection systems (TOPLOK, Kwik-Lok
and VIDABLOCK composite materials) and Bucyrus Blades
cutting edge components for dozers, scrapers, motor graders
and loaders. In addition, there were two product catalogs
available that covered their entire GET lines for ESCO
proprietary products and Bucyrus replacement products
including Cat style (side pinned) value line and Max DRP
bucket tips. There were also graphic and literature materials
promoting their steel quality, distribution and dealer network.
Hensley was featuring their patented XS (Extreme Service)
bucket tooth system and KVX tooth system for loader,
excavator and front shovel buckets plus a new tip shape for
use on rippers. The somewhat conservative exhibit booth
consisted of iron displays, application poster boards and sales
brochures pertaining to these two products. No other GET
products were displayed or promoted such as cutting edges or
end bits for other type machines. Neither was there any
mention of their ownership by Komatsu nor the Kmax tooth
system they provide for Komatsu loaders and excavators.
Metalogenia had a large exhibit booth, in a good
location but very conservative and poorly designed
layout, presentation and promotion messages. The main
product being displayed was their patented KingMet
bucket tooth system with one small, poorly located,
hard to read graphic and no visible handout promotion
literature. It was mentioned that they had recently
developed a new patented ripper tooth system (not on
display) and would be very interested to discuss a
commercial arrangement with Cat.

Black Cat Blades were displaying their Cat direct replacement GET including dozer, scraper, motor grader
and loader bolt-on cutting edges, side pinned bucket tooth system options, ripper tooth system and soil
compactor feet and cleaner bars. There was a lot of sales literature available in the form of individual product
bulletins and a general full line sales brochure called The Edge. They claim to have GET offerings for
many OEMs but only Cat products were on display. The relatively small exhibit booth was very congested
and unorganized which made it very hard to view the product displays.
Other major GET competitors exhibiting at BAUMA 2007 but with smaller exhibit booths hence less actual
products and sales literature on display included:
1. Canavera & Audi Srl (ROCA) Torino, Italy
2. Combi Wear Parts Kristinehamn, Sweden
3. Etesa (ETE) Madrid, Spain
4. Feurst (ORCA) Feurs, France
5. Hisar Celik Dokum San. Istanbul, Turkey
6. Italricambi Undine, Italy
7. Metallurgica Valchiese Brescia, Italy
8. MTM Modena, Italy
9. Ningbo Zhedong - Ningbo, China
10. OFM Top Line Bazzano, Italy
11. SSAB (Hardox) Oxelosund, Sweden
12. Titan Europe Plc (Pyrsa) Cookley, England
Almost all of these companies (Combi does have a patented proprietary tooth system) were promoting their
traditional direct replacement GET products for Cat and other OEM machines. The primary sales strategy of
these companies continues to be based on price and availability in the EAME aftermarket. Also, Duferdofin
from Valdarno, Italy (track shoe and cutting edge supplier to Cat and other OEMs) had an exhibit booth with
product displays and sales brochures.
Undercarriage manufacturers exhibiting at BAUMA 2007
consisted of two major full line competitors from Italy,
Berco and ITM (Titan Europe Plc) with very large exhibit
booths, Tractors Engineers Limited (TENGL) from India,
Nord Track from Italy and a few component
manufacturers such as Jinsung T.E.C. from Korea and
Duferdofin (track shoes) from Italy. Two full line Korean
companies were being promoted via product displays
and/or sales literature by their European parts distributors:
DaeChang by Linser Industrie in Germany and Korean
Undercarriage Track Co. (KUT) by USCO in Italy. In
addition, Chetra SPC (CHAZ) from Russia and Shantui
Construction Machinery Co. from China both had an
exhibit booth with product displays and promoted a full line of undercarriage components for Cat and many
other OEM tractors and excavators. Also, FARIT S.R.L. had a small booth and promoted their undercarriage
products for mini excavators (1-6 Ton).

Berco once again had a very large, well positioned and

professional looking exhibit booth but somewhat
cluttered with a large number of individual product
displays. Besides their traditional large and medium
tractor and excavator track system displays there were
many new product promotions for mini excavators
including idlers, rollers, sprockets and shoes. They also
had their D11R track system display promoting
Lifetime Seal Groups and in an adjacent dealer
(ERMA RTMO spa) exhibit booth a D6H XL track
system display promoting Long Wear Bushings. In
addition, they continue to heavily promote rubberized tracks
and complete undercarriage systems for skid steer loaders.
Promotion literature included their traditional product
brochures and a special edition of Berco News that
revealed they have opened a office as of January 1, 2007 at
ThyssenKrupp Shanghai, their first presence in China. They
plan to establish a logistic and assembly center in this area
very soon.

Italtractor ITMs exhibit was nicely integrated into the larger Titan Europe exhibit booth and promoted as
their undercarriage division along side their well-known wheel division. There were a number of signs and
graphics to help explain the inclusion of ITM into their new organization structure that allows them to offer
more solutions for their OEM customers and a larger presence in the aftermarket. The Intertractor I-trac
logo was displayed and we were told that it still exists and is being used for large shovel and dragline
systems. They had a number of undercarriage product displays for tractors and excavators, the largest of
which was a complete Cat D11R track system but,
very little descriptive information and no sales nor
product brochures. There was also a small GET
display of Pyrsa Shark style side-pinned bucket
teeth options. Based on the strong but subtle message
of this exhibit it appears that Titan / ITM intends to be
a viable option for track-type machine OEMs and
customers and will continue to be a major
undercarriage competitive threat for Cat and Cat
dealers in the future.

Two major filter competitors, Cummins Filtration and Donaldson, had exhibit booths displaying some of
their latest filter products and provided sales literature and product bulletins. Other competitive filter
manufacturers exhibiting at the show included Mann & Hummel, Huss, Jura Filtration and FILTREC S.r.l.
Notable no-shows were Baldwin, Fram, Luber-Finer and Wix.
Cummins Filtration located in the larger Cummins Engine booth
had a fair sized area for displays of all types of liquid and air filters
including a special highlighted area with plasma screen product
feature messages to promote their new User-Friendly oil and fuel
filters. They also had display areas devoted to some of their other
businesses such as Fuel Systems, Power Generation, Turbo
Technologies and Emission Solutions where they were promoting
their engine exhaust aftertreatment retrofit systems. Their new brand
strategy was very evident as they used all their new business
descriptors rather than the former individual brands, i.e. Fleetguard,
Holset, etc. In addition, Cummins was also promoting a European
Uptime Guarantee for their Stage IIIA engines (QSB through
QSX) effective May 1, 2007 through April 30, 2008, which is
equivalent to the program they are running this year in North
America for Tier 3 engines. The total Cummins exhibit booth was
well done, easy to observe the various engine and component
products and portrayed both a customer oriented and quality
message.

Donaldson was promoting their numerous OEM alliances as

well as their aftermarket presence with large individual
displays of engine, fuel and hydraulic oil filter products and
air filter products. Supporting the product displays were sales
and product brochures readily available for customers and
other show participants. The air filter display was primarily
focused on their patented PowerCore filtration technology.
The exhibit booth was very conservative and basically product
oriented with more OEM emphasis rather than customer
support.

Many of the engine, drive train and hydraulic parts

competitors present at the show focused on components and
component systems rather than individual parts components.
Some were very well represented by distributors who had
their parts and brand names prominently displayed in their
booths; i.e. Mahle, Clevite, Miba, etc. However, some others
such as FP Diesel (Federal-Mogul), Ghinassi, OFM, USCO,

Carlisle, Parker Hannifin, Eaton (Aeroquip and Vickers)

and Bosch Rexroth did have parts component displays
and/or were promoting aftermarket parts in their own
exhibit booth.
FP Diesel had a moderate sized booth with engine parts
displays, sales brochures and replacement parts
coverage data sheets available for Cat, Cummins,
Komatsu and John Deere engine models.
Ghinassi had a large exhibit booth with a large number of engine
and drive train components and parts on display and promoting
their European and North American distributors Cervetti and
American Crane & Tractor. Both OFM and USCO had good sized
booths with many smaller parts on display and promotions covering
their complete replacement parts offerings for not only power train
but hydraulic, maintenance, general usage and wear parts. OFM has
their own brand of bucket and ripper GET components (source
unknown) and currently sources their undercarriage components
from ITM. Carlisle Brake Products exhibit booth was mid-size
and had a number of brake components on display for Cat and other
OEM machines. Their message and sales literature were primarily
aimed at the OEM market, however, there was some promotion of
their aftermarket replacement parts kits.
The three major competitive hydraulic component
manufacturers, Eaton, Parker and Rexroth, had large
exhibit booths with many product displays and general sales
and product brochures available as well. While they were
mostly focused on the OEM market there were areas that
focused on the aftermarket such as the Rexroth
remanufactured pump display for Cat applications and the
Parker Hannifin emphasized promotion of their Parts Store
for replacement parts service. Also, Sauer Danfoss did have a
large booth at the show. And PIRTEK from Germany had a
small exhibit booth with a service van and hose assembly
tooling plus sales brochures for customers.
Two Italian competitive gasket manufactures, Ellegi (World
Gasket) and AM.CO. (High Gaskets), with small exhibit booths
at BAUMA were displaying their replacement parts products for
Cat and other OEMs, handing out sales literature and promoting
their distribution capabilities. AM.CO. claimed to have
introduced a new series of parts for Cat, Komatsu and Cummins
engines and equipment called High Parts that consists of valve
train parts to engine components and gear parts to transmission
bearings. They also recently introduced Cat 3500 series engine
gasket kits and 300 series excavator hydraulic seal kits.

Summary: The large number of parts and component manufacturers exhibiting at BAUMA 2007 indicates
that the replacement parts business continues to be very attractive for many companies from all over the
world. Almost all of the major parts competitors were present with an exhibit booth at the show this year.
Although the majority of these firms are still headquartered in North America and Europe, many have
established their own facilities or formed joint ventures in Asian countries such as China, Korea and India.
This trend of emerging low cost facilities is likely to continue as OEMs generate more suppliers in this
region. A few of the most competitive parts manufacturers are now producing their latest high quality
products from some of these subsidiaries; e.g. ESCO, Hensley, Cummins Filtration, Donaldson, Parker
Hannifin, Eaton, Bosch Rexroth, Federal-Mogul, Mahle, etc.
Also, there were a number of Asian manufacturing companies that were exhibiting their products to try and
solicit interest from European or N.A. distributors or OEMs looking for potential suppliers. These were
primarily foundries or forge shops producing GET, UC or engine parts and components. This is an indication
that low cost parts sources are available and still growing in this region of the world and will likely play a
larger role in the parts competitive landscape in the future.
While there were not many new products displayed at BAUMA this year, it appears the top leading
competitors have remained at the top of the class and are still the ones to watch closely; i.e. ESCO, Hensley,
MTG, BERCO, Titan Europe, FP Diesel, Mahle, Parker Hannifin, Eaton, Bosch Rexroth, Cummins
Filtration, Donaldson, Miba and Carlisle. Some have broadened their product offerings for additional OEMs
or new market segments to increase sales growth. But most have been taking advantage of the robust
construction and mining industries the last few years by trying to keep up with orders and deliveries of their
current product offerings while obtaining good price realization. The majority of the rest of the
manufacturers are still just promoting will fit parts that have been copied for Cat and other OEM parts,
without any R & D expenditure, and lower pricing.