EXECUTIVE REPORT
The very well presented Story of JCB shows how a one-man business in a garage grew to become a global icon.
The story of JCB
Professional marketing has long played a big part in the development of a great British construction equipment icon. Nick Johnson reports from JCB World HQ.
Spending £5m in the current economic climate to create a permanent exhibition that showcases the development of your company is a bold move. However, this is a continuation of all the clever marketing that has clearly helped a business, which started as a one-man operation in a rented garage, to become a leading international construction equipment maker.
It was back on the 23 October 1945 that Joseph Cyril Bamford set up shop on his own in a garage in Uttoxeter, Staffordshire to build a farm trailer from war surplus materials. Not only did this date mark the start of the company that bears his initials, it was also the birthday of Mr Bamford’s first son Anthony who took over control of the business as Chairman in 1975.
Mr JCB’s flair for building the brand included buying ten Lambretta scooters in 1958 to get the first JCB number plates.
Called the ‘Story of JCB’, the new exhibition has been established above the VIP Visitor Centre at JCB’s HQ at Rocester. Sir Anthony Bamford is emphatic that this is not a museum, but a customer attraction that will help generate new business from all over the world. As well as explaining the origins and strengths of JCB to potential customers from emerging markets like
Russia, it will prove enthralling to all UK hire executives with an interest in the plant development and British industrial heritage.
Fascinating timeline Covering 2,500m2
of floor space, the well-presented exhibition charts
the company’s links to industry back to the 1820s when the Bamford family were blacksmiths in Uttoxeter. There are 14 zones all linked by a timeline to take visitors on a fascinating journey that covers a brilliant mix of historical and contemporary highlights.
At the start of the journey, visitors are welcomed into the Early Years Zone where there is a full size depiction of the original garage
workshop. Here there are well-preserved examples of an early J C Bamford farm trailer (complete with the then revolutionary hydraulic tipping cylinder) and the second hand English Electric welding machine that was used to fabricate it.
Backhoe loaders were the backbone of the development of JCB and iconic machines on display include a 1953 MkI built around a Fordson tractor, a 1961 3 (complete with a sideshift backhoe) and a 3C MkIII (raised up to reveal its JCB Powertrain transmission).
Other interesting preserved machines include a 1953 Si-Draulic loader on a grey Fergie tractor (whose side arm concept was later adopted on JCB skid steer loaders), a 1973 hydrostatic 110B crawler loader (which was ahead of its time) and the company’s first 4WD Loadall telescopic handler (a 520-4 built in 1980). Amongst modern machines in the exhibition are a 260T Eco compact tracked loader, a 515-40 compact Loadall and a Union Jack liveried 3CX Eco backhoe.
Excavator artwork
Weight restrictions on the upper floor prevented the display of an actual JS standard sized 360° hydraulic excavator, so instead there is a stunning replica - a full size model made entirely out of 8mm steel rod. Produced by renowned artist Benedict Radcliffe, this artwork took five months to complete. It weighs around two tonnes - a tenth of the weight of the actual JS200 it represents.
Amongst the varied displays is the record breaking Dieselmax car and a collection of models depicting all JCB’s company aircraft - both jets and helicopters. JCB Aviation helped the company achieve its global aspirations and it is now older than many scheduled airlines.
Mr JCB once said, “Our image is larger than life. It sells machines and it makes sure people know what we do.” The exhibition clearly shows how clever marketing really put the company on the map with displays of its early advertisements, the development of the distinctive company logo, the creation of the Dancing Diggers and, even, the acquisition of JCB number plates.
Building the brand has long been important at JCB and this exhibition continues the tradition in a dramatic way. It is well worth a visit - you will certainly learn more about not only the company itself, but also successful corporate marketing.
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www.jcb.com
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