Issue link: https://read.dmtmag.com/i/1531611
real-time updates, search functionalities by engine type, part number, and even machine model. e digital platform has been optimized for ease of use, proving a level of detail and interactivity that no other company in the in- dustry can match. Whether you're searching by engine brand or specific part, the Maxiforce website allows users to quickly locate ex- actly what they need some- thing the old paper catalog could never do. Maxiforce's transition from printed to digital catalog- ing reflects not only the evolution of the company but also the wider chang- es in the industry. As the company celebrates its 30th anniversary, it's clear that its ability to adapt to changing technologies has been key to its continued success. e company's catalog, once a static booklet, is now a dynamic, interactive tool that can keep pace with Maxiforce's growing prod- uct offerings and diverse customer base. For Paul Kelly, President of Maxiforce and Santiago's son, the catalog represents much more than a business tool. It's a deeply personal legacy, a reminder of his father's original vision and the hard work that went into creating the company. Maxiforce's catalog has al- ways been about more than just selling products—it's about connecting with cus- tomers and providing value in ways no one else can. As Maxiforce moves fur- ther into the digital age, it remains committed to its roots, constantly inno- vating and expanding its offerings. e catalog that once launched the business will always be a part of its DNA, a foun- dation that has enabled Maxiforce to grow from a small, family-run business into a respected leader in the industry. And while the printed catalogs are no longer in circulation, their legacy lives on in the company's online platform, ensuring that Maxiforce remains at the forefront of innova- tion for years to come. Maxiforce's Catalog Evolution: Milestones in Product Develop- ment Maxiforce's transfor- mation from a nine- page catalog to a robust, industry-leading 600- page compendium is a story of strategic product development, visionary leadership, and relentless innovation. e growth of the catalog reflects the company's commitment to expanding its offerings and meeting the needs of an evolving industry. A pivotal moment in this journey was the addition of Perkins to the product lineup. is move, led by Santiago and supported by the expertise of Tony Johnson, marked the be- ginning of a comprehen- sive product development push. Partnering with A&I Products, a subsidi- ary of John Deere, further strengthened Maxiforce's capabilities, allowing the company to expand into the Perkins engine line and subsequently launch Cummins and Caterpillar products. One of the most trans- formative milestones came with the addition of John Deere PowerTech engines. At the time, Paul Kelly, President of MaxiForce PowerTech represented a modern line of engines, and Maxiforce was the first aermarket company to offer parts for these models. is move not only expanded the catalog but also estab- lished Maxiforce as a leader in the industry, propelling the business to new heights. e rapid expansion didn't stop there. Over the years, Maxiforce con- tinued to introduce new brands and product lines, including Yanmar, Kubo- ta, and Mitsubishi. Each addition brought significant growth to the catalog, driving it from a modest resource to a comprehensive tool with parts for over 44 engines across eight brands. Product development became a cornerstone of Maxiforce's strategy, with a relentless focus IDA Universal January - February 2025 12