Caterpillar, Bobcat dealers looking to automation for operational heavy lifting 

Heavy-equipment dealers are embracing new technologies to streamline operations, and their OEM partners are on the front lines with them.  

The equipment management software market is projected to more than double to $18.9 billion by 2032 from $9.4 billion in 2023, according to a September report by research firm Global Market Insights.  

McCrea Wallace, used and rental equipment manager at Raleigh, N.C.-based Caterpillar dealer Gregory Poole Equipment, told Equipment Finance News some dealers use technology in nearly all aspects of their business, including online credit approvals and inspections. 

“You really couldn’t talk about any aspect of this business that hasn’t changed in the last six months due to technology, regardless of department.”

— McCrea Wallace, Gregory Poole Equipment

Gregory Poole has 27 locations across North Carolina, South Carolina and Virginia, according to its website.  

The dealer has “cautiously” implemented or is exploring these software systems, Gregory Poole Sales and Rental Director Rob Jackson told EFN:

• Microsoft Dynamic AX, an AI-driven enterprise resource planning software that streamlines functions such as financing, sales, procurement, accounting and data collection; 
• Microsoft Power BI, which helps users collect, analyze and visualize data through generative AI; and 
• Microsoft Copilot, an AI chatbot designed to enhance productivity and creativity.  

Automating finance 

Customer relationship management systems with AI capabilities could support dealer operations by automating the financing process, Kris Realander, sales manager at Morrisville, N.C.-based Bobcat dealer Triangle Equipment Group, told EFN. 

“I can foresee [CRM systems] having the efficiency factor, where it uploads or fills in the forms for the credit application just by talking,” he said.  

How wild would that be if I can have this conversation, and we’ve agreed to go ahead and fill out the credit application. But we’re just going to talk about it, and it’s going to fill the application all out. And then I can go ahead and upload it, or I can put it into a dashboard.” 

The financial automation market was valued at $6.6 billion in 2023 and is expected to grow 14.2% annually over the next eight years to $20.7 billion, according to Global Market Insights. 

OEM support 

Some equipment manufacturers are taking a hands-on approach to help their dealers adopt new technologies in a relatively seamless manner, Lori Bunger, vice president of sales and used equipment at San Antonio-based Holt Cat, told EFN. 

“We rely on our OEM, our partner Caterpillar, and they are leading the way when it comes to technology and changes within the industry related to that.”

— Lori Bunger, VP of sales and used equipment, Holt Cat

“Like any OEM, when they make strategy decisions about technology, it’s not going to be fragmented,” she said. “It’s going to be full picture, long term.” 

Gregory Poole’s Jackson said that a Caterpillar representative typically helps with training and integration of new technologies. 

The third annual Equipment Finance Connect at the JW Marriott Nashville in Nashville, Tenn., on May 14-15, 2025, is the only event that brings together equipment dealers and lenders to share insights, attend discussions on crucial industry topics and network with peers. Learn more about the event and register here.