JCB adopt new Workmax name for UTV range

FROM January 2011 JCB will be rebranding their utility terrain vehicle (UTV) range with the new name JCB Workmax. 



This covers both the current diesel-powered models; the 4x4 for rough-terrain applications and the 6x4 for ‘fine turf’ applications such as golf courses and sports fields. Until now JCB have used the name ‘Groundhog’ for their UTVs.

JCB say they are 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 the company entered the UTV market in 2005.

The UTV machines are produced at the Staffordshire-based manufacturer’s Cheadle plant, which typically manufactures the smaller JCB machines aimed at the utility equipment sectors.

To grow market share, the company 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.’

Mr Hoskins added: ‘We are determined to take a slice of the huge business opportunity for side-by-sides in North America, beginning in Spring 2011.’