CAT Auction Services Holds First Batavia, N.Y., Sale

Milton CAT was pleased with how the main goal of the event was met — both happy buyers and sellers.

Tue July 01, 2014 - Northeast Edition
Construction Equipment Guide

On May 16, Milton CAT hosted CAT Auction Services at its Batavia, N.Y., location.
On May 16, Milton CAT hosted CAT Auction Services at its Batavia, N.Y., location.
On May 16, Milton CAT hosted CAT Auction Services at its Batavia, N.Y., location. A trademark of a CAT Auction Services auction is the 7 a.m. “starting of the fleet.” The collective roar of all of the equipment to be auctioned off is an excitement builder. Bidders do their pre-auction inspections. Extended protection was available on many machines. More than 30 used work tools were on sale at great prices in the red tag area. Onsite bidders go head-to-head with each other, as well as against online participants. One advantage of CAT Auction Services is that a freshly-produced video of that piece of equipment working is shown on the big screen prior to the bid starting. More than 260 pieces of equipment were auctioned off during the four-hour event. Jason Merle of Jason Merle Excavating, Attica, N.Y. — bidder #101, new owner of machine #191 said, “I thought the auction was really well run, I came here looking for a good deal on a Cat dozer, and I think I got that.”

Headquartered in Egan, Minn., CAT Auction Services is a recently-launched partnership of Caterpillar dealerships. Supported by Caterpillar and guided by the motto, “Buyer, be informed” as opposed to the traditionally accepted “Buyer beware,” CAT Auction Services follows very strict guidelines and offers a high level of reliability to both buyers and sellers. Milton CAT VP of Machine Sales Dave Perry explained why the Northeast and upstate New York CAT dealer decided to join the partnership.

“At Milton CAT, we believe in being proactive, providing our customers in particular and the marketplace in general with the best opportunities for meeting their evolving business challenges,” said Perry.

Milton CAT held its first CAT Auction Services event in Batavia, N.Y., in May. The day-long event was well-announced to area equipment owners, and a good turnout was complemented by the option to attend and bid online, according to Perry.

What does a CAT Auction offer — and how is it different from a regular auction? According to Milton CAT Batavia Sales Manager Dan Farnham, before the actual sale, CAT Auction Services gives buyers an unprecedented level of information, reducing potential risk in buying used equipment; it also provides different options for equipment protection, increasing post-sale advantages as well. Sellers, on the other hand, find in CAT Auction Services a well managed and well run, top-notch venue for their surplus equipment. Some of the specific differentiators of this service include:

• Comprehensive detailed inspections of the equipment.

• Equipment protection plans on qualified equipment.

• Cat dealer support after you buy.

• Specials purchased at auction on items such as work tools and CAT ProductLink remote monitoring.

• Financing for pre-qualified customers from CAT Financial Services.

• Online bidding for buyers who cannot attend in person.

• Like kind exchange for future purchases.

It’s important to point out that CAT Auction Services consigned all kinds of equipment, Cat as well as other brands, and in addition, Dave Perry said that at CAT Auction Services, “unreserved” means exactly that — no reserves, no buy backs.

As they arrived at the Batavia Milton CAT location, guests were greeted by a lineup of all the earthmoving machines that were going to be auctioned; engines running, lights on. When each of the 260 pieces came to bid, a video of each piece of equipment at work the week of the auction also was available, so potential bidders could have a better idea of a machine’s actual performance.

Perry summarized the outcome of the Batavia auction by saying that Milton CAT was pleased with how the main goal of the event was met — both happy buyers and sellers — and looks forward to engaging in more of these events.

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