Throughout the 20th century, in rich illustrations, photography and words, the Peoria, Ill.-based manufacturer built up its brand name by showing how its machines were taking part in America’s infrastructure development.
The ads “tell not just the history of Caterpillar but the history of the industrialization of the country during the 20th century,” explains Mark Johnson, a 37-year veteran Caterpillar employee, who has amassed a collection of more than 540 vintage Caterpillar ads.