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JCB rebrands utility terrain vehicles JCB WORKMAX

From January 2011 Staffordshire-based construction equipment giant JCB is rebranding its Utility Terrain Vehicles with the new name JCB WORKMAX.

This covers both the current diesel-powered models; the 4×4 for rough terrain applications and the 6×4 for ‘fine turf’ applications such as golf courses and sports fields. Until now JCB has used the name ‘Groundhog’ for its UTVs.

JCB is focused on answering the demands of the professional equipment user and therefore the new Registered WORKMAX name has been adopted to reflect this. The ‘Groundhog’ name has been in use since JCB entered the UTV market in 2005.

These UTV machines are produced at the Staffordshire manufacturer’s Cheadle plant, which typically manufactures the smaller JCB machines aimed at the Utility equipment sectors. To grow market share it is aligning its dealer network across the UK, Europe and North America, to focus on customers in sectors as diverse as estates management, hill farming, and utility service contractors.

JCB Utility Products Sales Director Keith Hoskins said: "The old Groundhog name has served us well in establishing our products particularly in the UK. But we are on course for market share growth in several countries at the expense of ride-on quads which we believe can never offer the ride quality, safety, and load carrying performance of a Side-by-Side design. Our new WORKMAX name is also easily understood in other languages."

Keith added: "We’re determined to take a slice of the huge business opportunity for Side-by-Sides in North America beginning Spring 2011."

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