Letter from our president: brand challenges for the future

Dear dealer partners, customers and communities around Komatsu,

As we embark on a new calendar year together, I want to share with you some exciting plans for how we
intend to strengthen and grow the Komatsu brand as we head into the final year of our 2022-24 Mid-term
Management Plan.
For 103 years, the Komatsu business has relied strongly on the quality and reliability of the products and
solutions we produce, as a means of establishing our brand in the global marketplace. Though our
commitment to producing DANTOTSU products and solutions for our customers remains unchanged, we
know we must consider new ways to increase awareness of the Komatsu brand in direct support of our
midterm vision of DANTOTSU value. Aligned to our growth strategies, we are investing in reaching and
attracting new generations of talent and future customers as we seek to enhance corporate resilience,
accelerate growth by means of innovation and maximize our earnings power.
Much work has been done in recent years to define Komatsu’s brand promise, purpose, values and
corporate identity. Now the work is underway to provide exciting new experiences and touchpoints with our
brand and demonstrate our value to larger audiences. We are entering a new age where the potential to
interest and inform the general public is as relevant and important as engaging with our core market
segments.
Major initiatives rolling out this year will include a global brand marketing campaign and global sponsorship,
both designed to bring the Komatsu name to entirely new audiences while helping engage and delight our
customers and employees, and supporting our distribution network.
Please join us in this mission to help attract new audiences and support the growth of all Komatsu
businesses. We have an extensive range of things to publicize – from our industry-leading equipment and
technology offerings to in-development products for use in space and the deep sea. I invite all employees
and distribution partners to embrace your role as brand ambassadors and help spread Komatsu’s reach to
new corners of the globe.
I’m excited to share with you our new brand video that kicks off our global brand marketing campaign.
This video goes live on our official channels tomorrow and I encourage everyone to share the excitement
as we work together to increase Komatsu’s brand awareness.
I will follow up early next week with news on another of these exciting initiatives. We will continue rolling out
new brand campaign materials in the months to come. Thank you for your commitment to supporting our
brand promise of creating value together. It is an exciting time to be part of the Komatsu business!

Thank you,

Hiroyuki Ogawa
President and CEO
Komatsu Ltd.