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The Top 10 Construction Equipment Manufacturers Brand Premiums

 In Values & Market Data

There are plenty of factors to consider when choosing the best construction equipment for your organization. One key decision is deciding which construction equipment manufacturers to trust.

Brand premium is based on the idea that an asset’s brand name greatly contributes to its pricing, even when holding age, equipment type, size, and sales channel constant. It involves calculating average prices and isolating how much of the price is attributable to the brand name itself.

So why is brand premium important? Brand premium is important because it is a measure of a brand’s perceived market value. In particular, paired with longevity (in the form of average resale and auction ages) this metric can be a good one to consider before investing in new equipment.

In 2021, EquipmentWatch crunched the numbers and determined brand premiums for the top construction manufacturers. To view the full analysis, download What’s a Brand Name Worth? How Brand Impacts What You Pay for Equipment today. Read on to see the construction OEMs with the ten highest brand premiums, along with key highlights to help you get to know the brands a little better.

Who are the top construction equipment manufacturers in 2021?

  1. Caterpillar
  2. Hitachi
  3. Sakai
  4. Mustang
  5. Deere
  6. JCB
  7. Gehl
  8. Bobcat
  9. Case
  10. New Holland

10. New Holland

Brand Premium: -6.7%
New Holland is an American construction and agricultural machinery manufacturer with presence in 170 countries worldwide. New Holland Construction produces a range of compact and versatile construction equipment including excavators, backhoes, skid steer loaders, and track or wheeled loaders.

Image of New Holland Construction Machinery at a construction site

9. Case

Brand Premium: -6.0%
Known as the first company to introduce the factory-integrated backhoe loader, it’s no surprise Case Construction Equipment is in the top 9 of the list. Case Construction Equipment produces 15 lines of machinery such as wheel loaders, excavators, motor graders, vibratory compaction rollers, crawler dozers, and compact track loaders.

8. Bobcat

Brand Premium: -5.7%
Bobcat is a global brand with more than 500 dealer locations in North America and a worldwide leader in the manufacturing and distribution of compact equipment. The Bobcat product range includes skid-steer loaders, track loaders, all-wheel steer loaders, compact excavators, telescopic handlers, tractors, utility vehicles, and attachments.

7. Gehl

Brand Premium: -2.8%
Gehl is a leading manufacturer of heavy equipment in North America that offers a diversified line of compact equipment for the construction and agriculture markets such as skid steer loaders, compact track loaders, articulated wheel loaders, asphalt pavers, and telescopic handlers.

Image of Gehl Construction Machinery at a construction site

6. JCB

Brand Premium: -1.8%
JCB is a British manufacturer of equipment for various industries such as construction, agriculture, waste handling, and demolition. JCB’s flagship product is the backhoe loader but their range of construction equipment products ranges from micro excavators through to articulated dump trucks.

5. Deere

Brand Premium: -1.6%
John Deere is an American manufacturer of heavy equipment and machinery keen on operating with cleaner, greener, and smarter solutions. Their machinery is used in numerous construction applications including road building, underground utilities, site development, and residential construction.

4. Mustang

Brand Premium: -0.6%
The Mustang brand is known as the first to introduce the compact loader for use in agriculture in the 1960s as an answer to the needs of farmers with its simple yet effective machinery equipment. Later on, their compact solutions extended to the construction market with their range of loaders and excavators.

Image of Mustang Construction Machinery at a construction site

3. Sakai

Brand Premium: 0.1%
The pioneer manufacturer of vibratory compaction equipment in the world, Sakai produces more soil compactors and asphalt rollers than any other equipment manufacturer. From small road shoulder jobs to large highway projects, Sakaidelivers equipment with long service lives and maximum uptime.

2. Hitachi

Brand Premium: 4.0%
Hitachi Construction Machinery Co. is a Japanese equipment manufacturer of world class machineries for the mining and construction industry. Japan remains the largest geographic region for company sales. Hitachi’s decarbonization movement focuses on extending the life cycle of construction machinery while having less impact on the environment.

1. Caterpillar

Brand Premium: 11.2%
When it comes to the construction industry, Caterpillar has a strong market share. Caterpillar has a list of some 400 machinery products used in the construction, road-building, mining, forestry, energy, transportation, and material-handling industries. It is unmatched concerning both the resale and auction channels for construction equipment manufacturing.

Image of Caterpillar Construction Machinery at a construction site

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