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CavPower: The $84M Caterpillar Moat
How a 50-year exclusive dealer dominates South Australia's heavy equipment market
While tech startups chase unicorn status, CavPower operates a far more defensible business: the exclusive Caterpillar dealer for South Australia since 1972. This isn't a SaaS company—it's a physical empire of iron, diesel, and 216 employees generating $83.9M annually.
"In an era of digital disruption, CavPower proves that exclusive distribution rights and 50 years of relationships still beat SEO."
The Traffic Paradox
With only 3,402 monthly visits and a global rank of #5.1M, CavPower's digital footprint looks microscopic. But this is misleading. Their 59% organic search traffic is dominated by branded queries—'cavpower' (320 searches/month) and 'caterpillar' (189K/month). They don't need massive traffic because their business is built on phone calls, not clicks. The website is a digital business card, not a customer acquisition engine.
The Moat is Physical
CavPower's competitive advantage isn't code—it's concrete. They service South Australia's mining, construction, and agriculture sectors with an iron grip. The barrier to entry isn't building a better website; it's becoming an authorized Caterpillar dealer. That moat took 50 years and relationships to build. Their tech stack (jQuery, Bootstrap, Slick) is dated, but it doesn't matter when your customers call your sales reps directly.
The leadership team reflects this boots-on-the-ground reality. CEO Joanne Jones runs a company where IT Support (Matthew Ford) is a support function, not the core. Senior Manager Steve Grzywny handles Product Support—because when you sell $500K excavators, support is the product. This is a relationship business where digital presence is secondary to field presence.
- Exclusive Caterpillar rights create an unassailable moat in South Australia
- Branded search dominance (320 'cavpower' searches/month) shows strong local awareness
- Minimal digital footprint indicates traditional B2B sales model
- 25% direct traffic suggests customers know exactly where to go
The Unsexy Billion-Dollar Playbook
CavPower doesn't need to be digital-first because they're relationship-first. In heavy industry, that's the only moat that matters.
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https://www.cavpower.com/app/uploads/2022/02/Cavpower_GeppsCross-18.jpg
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Cavpower | Caterpillar® dealer for South Australia and Broken Hill
The exclusive Caterpillar® dealer for South Australia and Broken Hill since 1972, providing equipment, parts, service and rentals.
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About cavpower.com
The exclusive Caterpillar® dealer for South Australia and Broken Hill since 1972, providing equipment, parts, service and rentals.
Company Overview
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Technology Stack
cavpower.com uses 20 technologies across their website including YouTube Embed, Google Fonts, HSTS, reCAPTCHA, and more.
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YouTube Embed
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HSTS, reCAPTCHA
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Traffic & Audience
cavpower.com receives approximately 3.4K monthly visitors and ranks #5,135,721 globally. The website has a bounce rate of 34% with visitors viewing an average of 1.6 pages per visit. Users spend an average of 0:15 on the site.
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