Ferreyros CAT

Ferreyros’ market position was being affected by a used machinery market that was largely operating outside its radar. A significant volume of transactions was taking place directly between individuals, giving the company limited visibility into who was buying, who was selling, and how machinery was moving across the market.

The challenge was twofold: find a way to capture this demand while simultaneously gaining greater visibility into the used machinery market. The opportunity was to create a new business capable of facilitating and activating these transactions, transforming a fragmented and largely informal market into a new source of growth and strategic market intelligence for Ferreyros.

The project focused on creating a marketplace connecting the supply and demand of used machinery and equipment rentals in Peru—a fragmented and largely informal market facing an increasing presence of Chinese competitors. This was not simply about launching a digital product; it was about conceptualizing an entirely new business model: how to create value without cannibalizing Ferreyros’ core business, how to enter previously unexplored segments, and how to build an ecosystem where the company would not sell machinery directly, but instead connect those offering equipment with those who needed it.

Our role

We supported Ferreyros from the initial definition of the challenge through to market launch. We conducted research with multiple stakeholder profiles, including buyers, sellers, and sales teams; analyzed international B2B marketplace benchmarks; and developed the value proposition, monetization model, KPI framework, and strategic roadmap.

We designed the end-to-end digital product and defined the go-to-market strategy. The engagement also considered the organizational and operational capabilities required to successfully run the business, including portfolio management, security and authentication, data and analytics, customer success, marketing, and operations.

What impact has it had on the business?

Maquinet was launched as Ferreyros’ marketplace for buying and selling used machinery. During its first year of operations, it built a portfolio of more than 400 machines valued at USD 65 million, completed transactions across 14 regions of Peru, and attracted more than 10,000 monthly visits. The platform brings together equipment from Ferreyros, UNIMAQ, and Orvisa, as well as multi-brand machinery offered by external sellers.

Beyond the digital product, the initiative established a new business model with its own monetization logic—combining free listings with paid services such as technical inspections, equipment monitoring, and maintenance plans—and a strategic roadmap for future growth. Planned extensions include closed communities under a SaaS model, financial products for regional accounts, and a network of specialized professional services for the industry.

Ferreyros has since expanded Maquinet into Guatemala and El Salvador and has set the goal of doubling its portfolio to exceed USD 130 million by 2026.