Cat® Industrial Power | The C13D Engine

Cat® Industrial Power | C13D Engine Release

The newest industrial engine from Caterpillar, the C13D, outperforms the three engines that came before it. This versatile addition to the Cat industrial engine lineup packs the capabilities of previous engines into one compact design. Made to simplify equipment design and assembly needs, this powerhouse works in many heavy-duty applications with the added benefit of optimizing chassis space. When it comes to efficient equipment engineering, it doesn’t get much simpler than the C13D engine.

Campaign Playbook

Cat.com C13D Webpage

In a rush? Get an overview of my C13D work from the campaign playbook or on the Cat.com C13D webpage.

BRIEF

Situation Analysis

In 2025, Caterpillar. will go into production of a new 13-liter engine, the C13D, capable of delivering the power density output of a 13, 15, and 18L (300 to 800hp) engine. The product will be an enterprise-wide solution covering across all segments and regions. The engine will be released globally with North America and Europe first.

Objective

Deliver a high-impact paunch of the C13D platform to industrial original equipment manufacturers (OEMs) across Europe and North America to win a share in the 300-800 hp engine space.

We want to communicate the C13D engine delivers best-in-class product performance, reliability, and durability to third-party OEMs to add additional value to existing customers and capture new business opportunities.

The Problem

As an equipment manufacturer, if I want my equipment to have an output range of 300-800 hp, I would need three separate engines. These current engine options also come with higher fuel consumption and overall ownership costs.

The Promise

Simplify and size down your power unit to one compact option that provides 800 hp in a 13L engine — saving you chassis space, owning and operating costs, and headaches with a highly integrated design.

Call-To-Action

Talk with your Cat dealer about making the switch to the C13D engine. (A two to three year pre-manufacturing decision.)

February 23 - March 14, 2023
These materials address our OEM audience and others attending ConExpo 2023 in Las Vegas, where the official C13D engine launch will take place. Teaser materials include out of home ads around the convention, a teaser-style landing page and video, paid social ads and email RSVP media that invites our audience to the exclusive reveal event on Monday, 3/13, at Allegiant Stadium in Las Vegas. The following day, the public reveal of the C13D takes place at the ConExpo Cat booth for all attendees to experience.
March 14 - December 31, 2023
After the ConExpo engine reveal event, the Cat C13D engine is officially released. Phase two materials kick off here. These materials clarify the mystery of the teaser components with direct feature and benefit messaging to dealers and OEMs within North America and Europe (United Kingdom, Ireland, Germany, France, Italy and the Netherlands). By utilizing multiple platforms (PR releases, OOH, print materials, PPC, Google display ads, banner ads and paid and organic social content), Phase Two is responsible for the majority of the C13D engine’s outreach.