Gregory Poole Equipment Company

What Gregory Poole Equipment Company does

Gregory Poole Equipment Company is a privately held, family-owned authorized Caterpillar dealer founded on April 1, 1951, headquartered in Raleigh, North Carolina, and serving Eastern North Carolina exclusively. The company sells, rents, services, and supplies parts for new and used Caterpillar construction, earthmoving, power generation, marine, forestry, mining, bus, and industrial engine equipment, operating through 25 branch locations, a fleet of 535 service vehicles, and 282 service bays, and supported by 1,500+ employees including 35+ factory-trained power generation technicians and 7 dedicated power quality and controls specialists.

Revenue is generated across five streams: new equipment sales and used equipment sales (one-time capital purchases), equipment rentals via the Cat Rental Store network (usage-based), parts sales through both physical counters and Parts.Cat.Com e-commerce (transactional), and a service and repair business covering field service, shop service, hydraulics, switchgear/ATS/UPS work, load bank testing, Cat Certified Rebuilds, and Customer Value Agreements (professional services and recurring maintenance contracts). Pricing is quote-based on equipment, unit-priced for parts, financed through Cat Financial (with promotional 0% terms on compact equipment), and individually scoped for service work; service rates are not publicly disclosed.

The company's technology stack is primarily Cat's equipment management platform — VisionLink telematics, Cat Inspect, Cat Central, Cat App, My.Cat.Com — overlaid with the proprietary gplink remote monitoring system for high-horsepower engines and generators, and Cat Grade, Cat Payload, Cat Safety, and Cat Detect features on the equipment itself. Go-to-market combines enterprise field sales through dedicated branch-based reps, inside sales via phone and web, online parts ordering through Parts.Cat.Com, and the Cat Rental Store channel, with marketing through the company website, blog, email newsletter, regional events (Operator Challenge, CEO Soak), a bilingual English/Spanish social media presence across Facebook, Instagram, YouTube, LinkedIn, and Twitter, and the Gregory Poole Advantage video series.

Name

Gregory Poole Equipment Company

Legal name

Gregory Poole Equipment Company

Website

https://gregorypoole.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Gregory Poole Equipment Company is a privately held, fourth-generation family-owned authorized Caterpillar dealer serving Eastern North Carolina since 1951, selling, renting, servicing, and supplying parts for Cat construction, power generation, marine, forestry, mining, and bus equipment through 25 branches and a 1,500+ employee field service operation.

Ownership category

akta.pro rank

Product category

Construction Equipment Sales, Rental, and Service

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Commercial and Service Industry Machinery Manufacturing (333310), Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923), Electrical Equipment Manufacturing (33531)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Machinery, Equipment & Supplies (5080), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)

akta.pro secondary industries

Utility / Service Body Truck Rentals (THADAJAH), Utility / Service Body Truck Leasing & Rental (Bucket, Field Service, Telecom/Power) (TLABABAJ), Specialty Work Truck Rentals (e.g., tow, bucket, street sweeper) (THADAJAI)

Keywords

• Caterpillar equipment dealer
• Construction equipment sales
• Equipment rental services
• Heavy equipment parts
• Electric power generation

Headquarters

HQ city

Leland

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. New Equipment Sales: Sales of new Caterpillar construction equipment including backhoe loaders, dozers, excavators, skid steer loaders, wheel loaders, track loaders, compactors, as well as power systems, buses, industrial engines, and marine power equipment.
2. Used Equipment Sales: Resale of pre-owned construction and power generation equipment providing more affordable options for customers and creating a secondary market for traded-in equipment.
3. Equipment Rentals: Short-term and long-term rental of Cat equipment including aerial equipment, air compressors, compaction equipment, construction/earthmoving equipment, light towers, material handling equipment, and power generation systems. Operates through Cat Rental Store network.
4. Parts Sales: Sales of genuine Cat parts, used parts, and remanufactured parts through Parts.Cat.Com, their physical locations, and counter sales. Includes parts for all equipment categories.
5. Service & Repair: Full-service maintenance and repair including shop service, field service, hydraulic services, machine shop services, undercarriage service, A/C repairs, and Cat Certified Rebuilds. Also includes specialized power generation services like switchgear, ATS, UPS, and load bank testing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Gregory Poole Equipment Company is the authorized Caterpillar dealer for Eastern North Carolina, providing new and used Cat construction equipment, work tools and attachments, short- and long-term equipment rentals, genuine Cat parts (new, used, and remanufactured), and comprehensive service and maintenance including shop service, field service, hydraulic services, electric power generation support, switchgear and UPS service, and Cat Certified Rebuilds. The company operates 25 branch locations staffed by factory-trained technicians and supports customers with Cat technology platforms, Cat Financial financing, and Customer Value Agreements.

Product overview

Gregory Poole Equipment Company operates as a Caterpillar dealer offering a comprehensive portfolio of equipment sales, rentals, parts, and services for eastern North Carolina. The core offering encompasses new and used Cat construction equipment (backhoe loaders, dozers, excavators, skid steer loaders, wheel loaders, compactors), work tools/attachments, and rental equipment. Supporting services include electric power generation systems with remote monitoring via gplink, hydraulic services, truck/RV service, bus sales and service, lift systems, marine power, forestry, and mining equipment. The company also provides Cat Technology integrations including Cat Equipment Management, Cat Grade (grade control systems), Cat Payload (on-board weighing), Cat Safety technology, and Cat Detect for fleet optimization. Customer Value Agreements (CVA) provide flexible maintenance plans tying together parts, services, and digital tools. The portfolio is distributed through multiple channels including Parts.Cat.Com for online parts ordering and integrates with VisionLink, Cat App, Cat Inspect, and Cat Central for fleet management and monitoring.

Differentiator

Problem solved

Functional benefit

Products and services

• New Equipment Sales Sales of new Caterpillar construction equipment including backhoe loaders, dozers, excavators, skid steer and compact track loaders, wheel loaders, track loaders, compactors, power systems, buses, industrial engines, and marine power equipment for construction, government, and industrial customers in Eastern North Carolina.
• Used Equipment Sales Resale of pre-owned construction and power generation equipment, including backhoe loaders, compact track loaders, compactors, excavators, skid steer loaders, track type tractors/dozers, and wheel loaders, providing more affordable equipment options and supporting traded-in units.
• Gregory Poole Rentals Rental services for aerial equipment, air compressors, compaction equipment, construction and earthmoving equipment, light towers, material handling equipment, and power generation systems, available on daily, weekly, monthly, and long-term terms through the Cat Rental Store network.
• Parts Sales Sales of genuine new, used, and remanufactured Cat parts including batteries, drivetrain, engine kits, engine parts, filters, fluids, and hydraulic parts, available through Parts.Cat.Com online, branch counters, and field service operations.
• Service and Maintenance Comprehensive service and maintenance offerings including shop service, field service, hydraulic services, undercarriage parts and service, machine shop and field line boring, A/C repairs, and Cat Certified Rebuilds, delivered through 282 service bays and a fleet of 535 service vehicles.
• Electric Power Generation Systems Power systems including automatic transfer switches, buses, diesel generator sets, industrial engines, electric power solutions, and marine power applications for facilities requiring reliable standby, prime, or continuous power.
• Power Equipment Service Service for standby power, prime power, load management, cogeneration, and temperature control equipment, including switchgear, automatic transfer switches, UPS systems, load bank testing, and emission testing, supported by 35+ factory-trained technicians and 7 dedicated Power Quality and Controls Specialists.
• Bus Sales and Service Sales and service for new and used buses including school buses, activity buses, commercial buses, church buses, shuttle buses, and alternative fuel solutions, including full-service maintenance and repairs for bus fleets.
• Hydraulic Services Specialty hydraulic services including pump and motor repair, cylinder repair, cylinder rod resurfacing, and hose repair for construction and industrial customers in North Carolina.
• Truck and RV Service Service and maintenance for on-highway trucks and recreational vehicles including industrial engine service, diagnostics, and preventive maintenance programs.
• Customer Value Agreements (CVA) Flexible maintenance and support plans providing Cat Genuine Parts, machine insights from connectivity, and planned maintenance coverage for hassle-free equipment ownership.
• Lift Systems Lift trucks and material handling equipment sales, rental, and service operated as a dedicated brand for industrial and warehouse customers.

Quantifiable outcome

• Up to 50% efficiency gains with Cat GRADE technologies for grading applications
• +3 more outcomes

Named customers8 records

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Caterpillar Inc.coreChannel Partner/ Reseller/ DistributorGregory Poole Equipment Company is an authorized Caterpillar dealer serving Eastern North Carolina since 1951. They sell, rent, and service Cat equipment including construction machinery, power systems, industrial engines, and marine power. The partnership provides access to Cat's full product portfolio, technology platforms, factory training, and marketing support.
• WebFXminorGTM or Marketing PartnerWebFX is credited for website design and SEO services for Gregory Poole's digital presence. WebFX is an inbound marketing agency offering design, content, SEO, and development services.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Blanchard Machinery: Authorized Cat dealer serving South Carolina with new/used equipment sales, rentals, parts, and service. Closest comparable in business model, OEM dependency, and end-market mix, differing mainly by territory.
• Carolina Cat: Authorized Caterpillar dealer serving western and central North Carolina with equipment sales, rentals, parts, and service. Direct sister-dealer to Gregory Poole, covering the other half of NC with the same Cat franchise model.
• Carter Machinery: Authorized Cat dealer across Virginia with a similar full-line equipment, power generation, and service offering. Closely comparable in scale, family-influenced culture, and breadth of construction/power/industrial coverage.
• Holt Cat: Texas-based authorized Caterpillar dealer offering new/used equipment, rentals, parts, and service across a multi-territory footprint. Comparable in customer segments (construction, power, government) and full-service dealer model.
• Ring Power Corporation: Authorized Cat dealer in north and central Florida with construction equipment, power generation, and material handling lines. Comparable business model and end-market diversification, scaled to a larger Florida territory.
• Hawthorne Cat: Authorized Caterpillar dealer serving Southern California with new equipment, rentals, parts, and service. Comparable Cat dealer operating model with strong service and power generation focus.

Emerging players

• H&E Equipment Services: Public equipment rental and sales company with material handling, aerial, and earthmoving lines. Overlaps with Gregory Poole's Lift Systems and Cat Rental Store offerings and competes for mid-market rental customers in NC.

Broad incumbents

• United Rentals: Largest equipment rental company in North America with aerial, earthmoving, power generation, and tool fleets. National-scale competitor to Gregory Poole's rental operations with broader fleet, pricing sophistication, and connected platform capabilities.
• Sunbelt Rentals: Large national equipment rental provider with construction, industrial, and power generation fleets. Direct overlap with Gregory Poole's rental offerings and a growing share of Eastern NC rental demand.

Others

• Caterpillar Inc. The OEM parent whose products, technology platforms, and dealer agreements Gregory Poole distributes. Not a competitor, but a critical counterparty whose franchise terms, product roadmap, and direct-to-customer strategy directly govern Gregory Poole's economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/gregorypooleeq
• YouTubeyoutube.com/gregorypooleeq
• Facebookfacebook.com/gregorypooleequipment
• LinkedInlinkedin.com/company/gregory-poole-equipment-company
• Instagraminstagram.com/gregorypooleeq

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gregory Poole Equipment Company