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INSIDE MEXICO’S KEY CATERPILLAR DISTRIBUTOR Caterpillar is the largest distributor in Mexico, making a name for itself in the energy sector with its equipment and aftersales service
Written by Mateo Rafael Tablado Produced by Jassen Pintado Interviewee Dr. Martín Jorge Dieck Assad, CEO for MADISA
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eing heralded as Caterpillar’s largest distributor in Mexico is just the tip of the iceberg for MADISA (Máquinas Diesel, S.A. de C.V.), which also ranks among CAT’s top five partners in Latin America. MADISA is renowned for offering accessories, software and other attachments and add-ons suitable for its available Caterpillar vehicle and machinery portfolio, enabling these equipment to perform at full potential. This is bolstered by hardto-match aftersale service and financing options for clients in many sectors, including marine catering for Mexico’s Secretariat of the Navy. Besides notable CAT offhighway vehicles, MADISA supplies platforms, lifts, cranes, power generators, compressors, concrete pumps, farming machinery, drills, crushers and other equipment. The company’s presence increased to 70 locations, covering two thirds of Mexico’s territory after acquiring MAQSA in 2016, whose commercial department’s 500 team members are ready to offer the best support for new or used machinery acquisitions
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or rentals, finding replacement parts, provide maintenance and monitoring services, as well as training for proper equipment use. On a global context, last June MADISA moved up four places to #78 on the International Rental News magazine top 100 best machinery rental companies worldwide, after achieving #82 in the 2016 list. MADISA is the highest-ranking company from Latin America (out of two) in IRN’s top 100. Further, Caterpillar awarded MADISA five stars each on the rentals and used equipment categories. The company is led by Dr. Martín Jorge Dieck, CEO, whose 17-year tenure in MADISA matches his stint at Grupo Vitro. Dieck is an industrial engineer who also earned a PhD in Operations Research and Finance from the University of Texas at Austin (USA). Previously, Dieck was a professor at Tec de Monterrey (ITESM - Monterrey Institute of Technology and Higher Education). His busy agenda has deprived him from teaching, but he’s still an important member of several higher education institutions in the area, including the
“We’ve developed working solutions for each industry according to its needs; we have a dedicated sales force for each business sector” – Dr. Martín Jorge Dieck, CEO, MADISA
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Apodaca Polytechnic University. “I enjoy being involved in forums and other education-related subjects. I feel education is the way for Mexico to face any challenge successfully,” Dieck comments. Support for every industry MADISA is one of two CAT distributors in Latin America able to offer products for every business
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sector serviced from Caterpillar’s portfolio. The staff at each of the company’s locations is comprised of specialised professionals who are experts in the specific requirements and eventualities each in their sector, including farming, construction, property remodelling, oil and gas, energy, steel and foundry, marine, mining, commercial, transportation and others.
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“We’ve developed working solutions for each industry according to its needs; we have a dedicated sales force for each business sector”, Dieck adds. Virtual access, real support In 2017 the Parts.CAT.com platform was launched with features that are currently considered as standardsetting, such as responsiveness to
every kind of device. The website offers the entire CAT portfolio for replacement part availability 24/7. The CAT IP (integrated procurement) programme goes further, interconnecting its e-commerce interface with any client’s ERP. In addition to these new systems, MADISA is also engaging customers through channels like Whatsapp, Facebook Messenger, email and
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CONGRATULATIONS! We are a proud Madisa partner.
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its website. Indeed, MADISA has reported online sales of more than $30mn during the last two years. Multiple financing options MADISA financing plans allow for all organisations, from bigname companies to individual contractors and anyone in between, to purchase either new or used equipment. It’s plans are as follows: • Rebuild financing: This plan makes the most of a CAT product lifetime, which can be extended by procedures such as CCR (Caterpillar Certified Rebuild) and Certified Power Train. Since 2013, 90 rebuild operations have resulted in $20mn of business for MADISA. • CAT Financial Mexico: Caterpillar Crédito is the brand’s specialised unit for financing according to the clients’ needs by offering flexible plans. 56% of Caterpillar heavy machinery purchased from MADISA has been acquired through this plan. • MADISA Financing: Clients in a growth phase unable to commit to long-term credit schemes may opt for this solution, which starts
from $3,000 financing. More than 1,000 plans within these terms have been set over the last four years. • ROC (Rent-to-own): This leasing plan is valid both for new and used equipment. When exercising the purchase option, monthly fees add up as a “down payment” on the machinery. This scheme also applies to generators, lifts, compressors and other accessories and attachments of any brand. After-sale service on a league of its own MADISA’s attractive financing plans also include repairs, replacement parts, maintenance agreements and extended warranties. The whole idea behind these attractive schemes is to help clients make an easier decision into acquiring original replacement parts which are more expensive than the ones offered by other brands, but last twice as long. Purchasing an EPP (extended protection plan) provided by CAT allows clients to focus on their main activity, without worrying about spending on replacement parts.
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EPPs are available for new, used and refurbished machinery and run beyond standard warranty periods – these plans cover parts, labour costs, and offer protection against currency inflation for these. Protection plans are also transferable along with protected equipment within Mexico and the rest of Latin America.
headquarters in Monterrey. It takes about 24 hours for repair shops in any of the company’s locations to send oil and other fluid samples to the lab to obtain an accurate diagnosis about the equipment’s status, sending clients a necessary alert via email or text if a or part replacement is required immediately.
Top-notch laboratory and repair facilities MADISA’s network of specialised repair shops work together with the laboratory located at MADISA’s
New locations Recent business ventures and infrastructure projects have produced new industry hubs in different parts of the country. These developments prompted MADISA into opening five new locations within these areas. “Right now, we are determining which of these new locations will be offering parts replacements and which will supply machinery rentals,” Dieck explains. These hubs are located in Southern Monterrey, another one in the port of Veracruz, one more in Río Bravo (Tamaulipas), Tulum (Quintana Roo, in the Yucatán Peninsula) and in Tula (Hidalgo), where other projects are underway, namely a refinery and a multimodal cargo station.
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“The energy reform will bring important challenges that will ensure our competitive edge. We have the solutions and schemes to create sustainable projects” – Dr. Martín Jorge Dieck, CEO, MADISA
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PROJECTS CONTRIBUTING TO THE COUNTRY’S DEVELOPMENT Either through partnerships or going solo delivering turnkey projects, a constant in MADISA’s lifetime has been contributing to Mexico’s development. “The energy reform will bring important challenges that will ensure our competitive edge. We have the solutions and schemes to create sustainable projects,” Dieck says. Some of the most relevant projects in which MADISA has been involved are:
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• RYC FARMS, Tenextepec, Puebla: Power generation from pig manure. The facility belonging to meat giant RYC is powered by a CAT G3306 generator, able to supply electricity to a large part of the farm. MADISA Puebla deployed these resources and is in charge of maintenance operations. A new CAT G3406 generator will be added soon
• ALTOS HORNOS DE MÉXICO: AHMSA is Mexico’s largest steel producer. MADISA contributed with a turnkey project in the Monclova (Coahuila) plants, installing four gas-powered electric plants able to supply 160MW.
• LOS RAMONES GAS PIPELINE (North phase): The Tag Pipelines (part of PEMEX-Gas division and Petroquímica Básica) project’s total length is 621 miles. MADISA supplied 215 machines for the 270-mile north phase.
• NAICM (New Mexico City International Airport): One of the most ambitious projects in Mexico’s history is already underway. An enormous amount of waste and rubbish is being moved in order to begin operations by 2020. MADISA has supplied Morooka units, built for unsteady terrain, ideal for the Texcoco Lake marshlands.
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ENERGY
Remote monitoring, IoT, drones and apps The most up-to-date technology makes its way to MADISA’s showrooms, and the company offers solutions to make the most out of the latest developments. Take drones, and MADISA’s software array able to turn images captured by the flying device into a big data set. This provides accurate distance calculations for roads, openings between rocks (mining) and land amounts. The requirement for topographers and project supervision tours for mining and road construction is being brought to a minimum by this technology. Other software and apps offered by MADISA include Vision Link, a standard for remote monitoring of
Máquinas Diesel, S.A. de C.V. Year founded:
1946
2,700 Number of employees at Máquinas Diesel, S.A. de C.V.
any equipment, also able to keep track of maintenance and other alerts. Minestar is a mining industry technology able to provide an autopilot when vehicles move into dangerous terrain. iCraneTrax can monitor a large number of units operating simultanously. MADISA also offers apps for precision agriculture and solutions such as Sitech, Fleet Production and Cost Analysis. Constant training MADISA operates three training centres furnished with simulators. Both MADISA’s and its clients’ machinery operators take part in training in these facilities with programmes developed by Caterpillar. Programmes developed by MADISA also consider other subjects besides technical skills, such as customer
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Our Territory
“I perceive an increasing importance in the links between the educational and industrial sectors” – Dr. Martín Jorge Dieck, CEO, MADISA
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April 2018
service and interpersonal relations, among others. The company has nurtured excellent relationships with area colleges and technical schools such as CONALEP (National School of Technical Vocational Education), as the institution and
MADISA developed a Diesel Technician educational programme. “I perceive an increasing importance in the links between the educational and industrial sectors,� Dieck concludes.
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Ave. Industriales del Poniente No. 2300 Col. Centro, Santa Catarina Nuevo LeĂłn, MĂŠxico Tel. +52 (81) 8400-2000 www.madisa.com