In the heavy machinery industry, the engine is often considered the machine’s “heart”, the component that determines performance, reliability, and long-term ownership costs. Choosing the right engine partner is a strategic decision for any OEM. And while global brands hold strong reputations, engine preferences vary significantly by region, as LECTURA surveys consistently show.
A past engine reliability survey highlighted this divide clearly. Respondents worldwide to the LECTURA Survey named Kubota the most trusted engine brand overall. Yet regional insights told a more nuanced story:
In Europe, brands like Deutz and Volvo held the strongest position.
In North America, Caterpillar and Cummins were preferred more frequently.
These findings reflect not only brand histories, but also regional applications, dealer networks, service expectations, and equipment types.
Why engine preference changes by region
Engine choice is shaped by factors far beyond the engine itself. Survey respondents often point to:
Availability of service technicians
Local dealer network quality
Parts availability and delivery times
Brand familiarity from existing fleets
Fuel type preferences and regulations
For example, in regions where certain brands supply a majority of municipal or rental fleets, operators naturally gain more exposure to those engines. Over time, familiarity becomes preference.
Global leaders vs. local champions
The survey results highlight the distinction between global recognition and regional leadership. While some brands consistently earn strong global ratings, regional champions often outperform them locally due to targeted distribution, strong aftermarket support, or established partnerships with OEMs.
For manufacturers selling machines across multiple continents, this means a single engine specification may not satisfy every target market. Understanding local expectations can guide:
Engine package options
Regional product variants
Marketing messages
After-sales resource allocation
Engine brand is only part of the story. A separate LECTURA survey found that 91.5% of equipment users still prefer diesel, but regional alternatives are emerging:
5% of European users already lean toward electric power.
3.5% of U.S. users prefer LPG.
These adoption signals influence which engine technologies gain traction in each region — and which brands operators associate with future-readiness. For manufacturers selecting engines for new models or updating existing lines, perception data helps avoid costly misalignment. A strong global brand may not carry the same weight in all markets. With access to 1.1 million monthly professionals, LECTURA surveys offer a representative, segmented overview of these preferences.
