Since 1952, Carter Machinery has had a hand in the success of numerous construction, mining, forestry, and industrial operations throughout our assigned territory. We've grown to be one of the leading Caterpillar dealers in the U.S. with over 20 locations and 1,100 employees. Our technicians, technical advisors, salespeople and support staff have an old-fashioned devotion to doing the job right, because they know a solid reputation is built one satisfied customer at a time.


From a handful of products in the beginning, to hundreds today, the diversity of our offerings is evident through our different divisions. While each has a unique focus, they share the common vision that’s sustained our company’s growth.

The Earthmoving Division specializes in heavy equipment for industries including mining, site development, road building, forestry and recycling. In addition to selling and servicing the entire line of Caterpillar equipment, we also offer related products from numerous respected manufacturers.

The General Construction Division is responsible for the sales and rentals of equipment to building construction and industrial customers. As part of the CAT Rental Store network, it provides support to both local and transient companies.

The Power Systems Division handles total truck service, industrial and marine engines as well as power generation systems from residential back-up units to prime power and standby power industrial applications. It is also focused on the emerging bio-gas market including gas compression and landfill gas applications.



Ensuring continued growth of a company requires a solid plan. At Carter Machinery, we are steadfastly focused on achieving success by leveraging all the available resources at our disposal. Our methods are defined through our Vision, Mission and Values.


We continuously enhance our customers' experience by delivering the highest levels of value through engaged employees.


  • Integrity - Our moral character guides our actions.
  • Commitment - We do what we say we will do.
  • Excellence - We believe in the unlimited ability to improve.
  • Teamwork - We harness our combined strengths as individuals.


The 1950’s were a pivotal point in our country’s history, marked by a sharp rise in the economy for the first time in over 30 years. While Caterpillar had representation in Virginia dating back to 1928 through Virginia Tractor Company, the ever increasing activity in western Virginia thanks to infrastructure developments and coal mining, demanded a greater focus. As a result, Carter Machinery was formed to serve customers in southwestern Virginia.

Major Milestones

1952 – Carter Machinery Company, Inc. officially founded.
1955 – Bluefield, WV store opened.
1957 – Norton, VA store opened.
1962 – Corporate headquarters moved to present location in Salem, VA.
1965 – Norton, VA store moved to an expanded facility. 1975 – Reconditioning Center, created to rebuild major components and machines, opened at Salem headquarters.
1977 – Oakwood, VA store opened.
1982 – Eastern Virginia territory, served by Virginia Tractor Company, acquired and combined under Carter Machinery adding four stores: Chesapeake, Fishersville, Norfolk and Richmond, VA. During the same year, a new store in Pineville, WV was opened.
1985 – Warrenton, VA store opened.
1986 – Newport News store opened.
1990 – Fredericksburg and Richmond Power Systems Division stores opened.
1991 – Lynchburg store opened.
1993 – Roanoke Power Systems Division store opened.
1995 – Chesapeake Power Systems Division store opened.
1996 – Roanoke General Construction Division store opened.
1997 – Fishersville, VA store moved to present location.
1999 – Richmond Power Systems Division store moved to present location.
2000 – South Hill and Chesterfield stores opened.
2001 – Lynchburg store moved to present location.
2006 – Pineville, WV and Abingdon, VA stores moved to new, expanded facilities. Harrisonburg store opened.
2007 – Carter Machinery purchased the Virginia assets of Pioneer Machinery, the Cat Forest Products dealer.
2008 – Harrisonburg store moved to its present location.
2009 – Newport News and Yorktown stores moved to new, combined location in Williamsburg.
2010 – Bluefield, WV store moved to new location in Princeton, WV.
2011 - Change of ownership from Caterpillar Inc. as a result of a management led buyout.