The Carolina Coach Company played a significant role in Black history through its role in the Civil Rights Movement. Founded in 1924, the company operated bus services in the southeastern United States, including in states with segregation laws that required Black passengers to sit in the back of the bus.

In 1947, civil rights activist Sarah Mae Flemming was assaulted and arrested for refusing to give up her seat to a white passenger on a Carolina Coach Company bus in Columbia, South Carolina. Her case helped pave the way for the landmark Supreme Court case, Sarah Mae Flemming v. South Carolina Electric & Gas Company, which challenged segregation on buses and ultimately contributed to the desegregation of public transportation.

The Carolina Coach Company's buses were also targeted during the Freedom Rides of the early 1960s, when activists challenged segregation on interstate buses. The company played a significant role in the integration of bus services in the South and became a symbol of resistance against racial segregation.

Overall, the Carolina Coach Company's role in the Civil Rights Movement exemplifies the important ways in which transportation companies were central to the struggle for racial justice and equality in the United States.