The purpose of ConExpo has always been to promote the latest and greatest products. To do that, companies will often highlight their past to help promote the present. 2023 ConExpo undoubtedly was more focused overall on showing ideas for the future instead of the past, but that has not always been the case. In 2011, Caterpillar heavily leveraged the company's heritage to enhance the show experience and message.
The overall theme for Caterpillar at ConExpo 2011 was "The Next Generation Starts Here". The various displays and events leveraged the "Generations" concept. A 36,000 square foot exhibit in the Las Vegas Convention Center showcased the latest in Cat machines, technology and services. For many of the machines, this was the debut of models that met the EPA Tier4 Interim emissions standards. The D8T dozer at the show also featured the first version of integrated Cat Grade Control. This was several years before that type of system would be offered on other Cat dozers or competitive models.
Cat D8T with integrated Cat Grade Control
Cat 963D and 930H Loaders
Alan Osborne and Jeff Huff catching up at the show
A great deal of the attention in the Cat exhibit went to the debut of the Cat CT660 on-highway truck. The truck had been teased in ads and the trade press leading up to the show, but this was the first time showing it in public. The indoor exhibit featured three of the trucks, one each with dump, service and mixer bodies. A CT660 tractor with lowboy trailer was displayed outdoors, and another CT660 dump truck was part of a press launch and hospitality event.
Cat CT660 Mixer
Cat CT660 Service Truck
The generations theme carried over to the 20,000 square foot Cat outdoor exhibit, dubbed "Generations Park". This exhibit transformed a portion of the parking lot into a park-like green space. Veerkamp's Expo Twenty greeted visitors at the entrance, highlighting a message of appreciation for the generations that came before. The remaining elements included a D7E and a 980G Certified Rebuild, which supported a message of promoting sustainability for the benefit of generations to come.
Veerkamp's Cat Expo Twenty at Generations Park
D7E with Woodchip Package at Generations Park
While Caterpillar history was used as an accent in other parts of ConExpo 2011, it was very much the focal point for a customer hospitality event the first night of the show. Visitors making their way to the event were greeted with "Generations of Innovation" signage highlighting significant milestones throughout Caterpillar history. Outside the ballroom at Caesar's Palace were displays showcasing artifacts from the Caterpillar Corporate Archives. Upon entering the ballroom, visitors encountered some of the finest examples imaginable of restored antique Cat equipment supplied by collectors from across the US. Attendees mingled among these machines as they visited, dined and enjoyed the evening's entertainment.
Holt Service Truck parked outside the Caesar's ballroom
D4 and No. 40 Scraper in position and ready for the event
DW10 with W10 Wagon
Diesel Thirty-Five with Letourneau Blade
950 Loader, with Sixty and Thirty grader in the background
D7 with cable blade and CCU. The blade had to be removed and reinstalled to get it in the ballroom.
Attendees mingling among the machines
Dave Tallon and Dave Wintermute comparing notes
No. 11 Auto Patrol on it's way out after the event
Attending ConExpo is always a highlight for a Caterpillar enthusiast, but the 2011 show will likely not be topped in the way it featured Cat history and vintage machines.
