Skip to contentFor more than five decades, we have proudly served Northern California’s equipment industry with integrity, craftsmanship, and care. What began as a two man operation in Chico has evolved into a six-location network spanning from Yuba City to the Oregon border — still guided by the same family values and drive that started it all.
Our story began in 1971 when Robert “Bob” DuBose began selling Bobcat® skid steers for JS Equipment in Sacramento. Two years later, he purchased Guy Rents in Chico and started Chico Equipment Sales, the first Bobcat dealership to serve the area between Redding and Sacramento. With little more than grit, a desk, and an unwavering belief in serving his community, Bob set the foundation for something truly special.
In 1993, second generation owner, Alex DuBose, took over and eventually rebranded as Bobcat of Chico. Since then, he has expanded the company’s footprint and reputation for reliability and customer service.
Today, under the leadership of Adin DuBose, the third generation, the company continues to grow and evolve under its new banner — Iconic Machinery. The name reflects our continued partnership with iconic brands such as Bobcat®, our expanding footprint in new markets such as Yreka and Yuba City, and our commitment to representing multiple best-in-class brands across Northern California.
At Iconic Machinery, our mission is simple: to support the people who build our communities. We believe in doing what’s right, not what’s easy — providing best-in-class equipment, expert service, and lasting relationships that keep your operation running strong.
Whether you’re purchasing a new machine, renting equipment for a job, or maintaining your fleet, our expert sales, financing, service, and parts teams are dedicated to ensuring your success. Every conversation, repair, and handshake reflects our family’s promise — to treat you fairly, work tirelessly, and deliver excellence every single day.
Our growth over the past 50 years has been guided by five core values that continue to define who we are:
Fairness — We put our customers first, ensuring sustainable success through service and trust.
Drive — We bring energy, positivity, and accountability to every task — pushing ourselves to excel.
Growth Mindset — We believe progress never stops — personally, professionally, and as a company.
Excellence — We pay attention to every detail, knowing that quality is built one decision at a time.
Pride — We take pride in our work, our communities, and the brands we represent.
From Chico Equipment Sales to Bobcat of Chico, and now Iconic Machinery, our story is one of hard work, evolution, and an unwavering commitment to the people and communities we serve.
As we look toward the next 50 years, we remain devoted to carrying forward Bob DuBose’s founding spirit — to work with honesty, treat people right, and deliver machines and service that stand the test of time.
Iconic Machinery — Built on Legacy. Powered by Purpose.
