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earth
ISSUE ONE

Command and control
New 457 shows off CommandPlus cab
JCB Your Own Boss
JCB initiative to help drive your business
Designing the future
Project 120 looks for backhoe of 2073

MOVING

EARTH
A WELCOME TO JCB EARTH FROM
OUR CHAIRMAN LORD BAMFORD

W

elcome to the first issue of a totally new JCB
magazine – earth. JCB is a global leader in
the design and engineering of earthmoving,

construction and agricultural equipment, dedicated to
providing innovative engineering solutions, exceeding
your expectations and working in partnership with our
dealers and customers around the world.
In this magazine you’ll see how our machinery is
designed, engineered, manufactured and presented to
the market. From the design thinking behind our latest
wheeled loader cab, to a training initiative in Brazil to
support the construction sector, show displays in North
America and the ways in which JCB is playing a role in
reducing emissions and preserving our environment.
The JCB story goes far beyond the machinery.
JCB’s success is about people, from the owner-operator
setting out in business with their first backhoe loader,
to the many companies that have built their ongoing
success using the full range of JCB machinery.
JCB is a company that has, quite literally, helped to
shape the world in which we live. We hope you enjoy
sharing the experience with us and thank you for playing
a major role in the ongoing success of our company.

2 < JCB EARTH

EARTH / THIS ISSUE

ISSUE ONE > 3

Experience more with the AR App!

ACKNOWLEDGEMENTS

By downloading a free app on to your smartphone

CONTENT: ooh-AR

2ART DIRECTOR: Steve Brazier

or tablet (Apple or Android) you can bring photographs
to life using the power of a new technology called

3

DESIGN: Nathan Winter and Nick Averill

Augmented Reality (AR). To access bonus content

ACCOUNT MANAGER: Cathy Lawrence

simply follow the easy 1-2-3 steps:

ADDITIONAL MATERIAL: Tom Rowley and Dan Gilkes

1

Download the JCB AR app from the App Store

VIDEO: ooh-AR, Peter Marsland and James Butler

(Apple) or Google Play (Android).

THANKS TO JCB COLLEAGUES WORLDWIDE

2
2

Open the app with a simple tap.

3

Point your device at the photos where you see

3
JCB earth magazine is produced by JCB DesignWorks on behalf
of JCB Sales Ltd, Rocester, Staffordshire ST14 5JP. Printed by
Wood Mitchell Printers, Staffordshire. All rights reserved. Opinions
expressed are those of the author and not JCB. While every care is
taken compiling the contents of JCB earth magazine, specifications,
features and equipment shown in this magazine are subject to
change and may vary by country, information was correct at time
of going to press. For additional machine information, please contact
your authorised JCB dealer. All necessary permissions were obtained
for film and photography in restricted access areas. This magazine
does not accept unsolicited manuscripts, photographs or illustrations,
and cannot accept any responsibility for them.

the AR content logo pictured here – and wait for
the surprise. Double tap for a full-screen image.

JCB Workwear – Just Got Tougher
New range now available

The complete JCB merchandise range: from workwear, footwear
and luggage to gifts, kids clothing, scale models and toys.

Order your catalogue from your local dealer now.

www.jcbshop.com

POWER PRODUCTS

EARTH / THIS ISSUE

06 JC Balls and Sons
A family plant hire business that shares more than
its initials with JCB.

10 Green logistics
Reducing emissions and saving energy within
JCB World Logistics.

12 An epic machine
A desert location for JCB’s latest
wheeled loader.

46

18 JCB Your Own Boss
Owner operators urged to take control with
backhoe loader initiative.

22 Celebrating a British icon
HRH The Countess of Wessex celebrates the
opening of The Story of JCB.

26 Command & control
CommandPlus shows future cab design direction.

30 Bringing our machines to life
Computer Generated Imagery provides an inside
view of our machines and technologies.

12

34 Academic excellence
The JCB Academy delivers new opportunities for
engineering and business studies.

38 Viva Las Vegas
JCB’s Dancing Diggers take centre stage at
Conexpo 2014.

42 Building Brazil
JCB machinery plays crucial role in World Cup
infrastructure and development.

46 Creating with yellow
From concept to reality, producing JCB’s
award-winning calendars.

52 Ice movers
Loaders keep auto wheels turning.

58 Designing the future
Project 120 looks to the backhoe of 2073.

38

ISSUE ONE > 5

A FAMILY BUSINESS THAT SHARES MORE
THAN JUST ITS INITIALS WITH JCB

F

amily ties are everything for a plant hire firm in
Derbyshire, UK, that shares its initials with JCB.
Four generations of the family share a love for the

famous yellow machines that form the backbone of the
company’s business.
Founded by James Christopher Balls in 1963 with
one JCB 3 backhoe loader, the company is now run by
his two sons and employs more than 100 people,
including his four grandchildren.
James, known as Jim, built the business from the

ground up. It celebrated its 50th anniversary in 2013 and
continues to prosper. Now aged 86, Jim remains an
important partner in this prestigious local company.
The firm bearing his initials operates a fleet of 60 JCB
machines that are available for plant hire and are used
by the company’s contracting and excavation businesses.
Civil engineering projects include earthworks, drainage,
concreting and construction of everything from walking

6 < JCB EARTH



trails to major hydro-electric dam projects.

EARTH / JC BALLS AND SONS

ISSUE ONE > 7

8 < JCB E ARTH

EARTH / JC BALLS AND SONS

>
Jim’s sons Kevin and Christopher look after the day

That loyalty is evident particularly in the fleet of vintage

to day operations from the company’s headquarters in

machines which are in pristine condition and are lovingly

Ambergate. Ever keen to expand, the company also

displayed. The collection includes a JCB Mk1 built in 1954

operates an aggregate recycling plant and a fleet of road

(the 103rd machine built), a 1964 JCB 1 Gravedigger and

haulage trucks. JC Balls supplies ready-mixed concrete

a JCB 7 excavator from 1966.

LEFT TO RIGHT: OFFICE
MANAGER CARLY NEWMAN,
KAI NEWMAN, AGED SIX,
PARTNER KEVIN BALLS,
PARTNER JIM BALLS, PARTNER
CHRIS BALLS, ACCOUNTS
MANAGER LISA FREESTON,
PLANT AND TRANSPORT
CO-ORDINATOR JAMIE BALLS
AND PLANT/SITE OPERATOR
TOM BALLS.

and has opened an aggregate washing facility.
Jim’s four children have key roles. Tom is an excavator
operator, Carly Newman is the office manager, James
Christopher Jnr runs the plant and transport office and
Lisa Freeston overseas the accounts. Carly’s six year old
son Kai is already showing a keen interest in diggers,

“We love JCBs and have a fleet of 10
vintage machines including a JCB 1.”
> JIM BALLS, DIRECTOR, JC BALLS

ensuring continuity for another generation to come.
Jim lives just two miles from the office and is present
most days, while all family members live close by.

With the family central to the business, JC Balls is
well-grounded, professional and friendly. The company

“My dad is proud of it all and he still comes in for a

even has its own team of highly skilled Dancing Digger

cup of tea,” said Kevin, who started driving JCBs when

drivers, performing perfectly choreographed routines to

he was 13. “He likes to see what’s happening and make

music with both modern and vintage machines at live

sure we’re all working hard. We love JCBs and have a

shows and events.

fleet of vintage machines including a JCB 1, which dad

Even the music that plays if you are holding on the

bought second hand when he was building the business.

telephone to JC Balls has a connection to the business,

“But, like JCB, we never stand still. We have opened

it’s the well known Bernard Cribbens number Hole in

an aggregate washing plant with the support of JCB

the Ground from 1962. ●

Finance. Our business has changed massively over the
years, but the constant has been JCB machines. We’re
loyal to JCB and they’re loyal to us.”

ISSUE ONE > 9

GREEN
LOGISTICS
THE WORLD LOGISTICS CENTRE IS CUTTING ITS CARBON
FOOTPRINT AND REDUCING JCB’S ENVIRONMENTAL IMPACT
10 < JCB E ARTH

EARTH / GREEN LOGISTICS

E

verything about JCB’s World Logistics hub says
hi-tech and, more importantly, environmentallyfriendly. The paint on the walls is made from

beeswax and the double glazing is filled with argon gas
to increase energy efficiency. Part of the roof area in the
warehouse has an ethylene tetrafluoroethylene “bubble”
surface, which draws comparisons with the UK’s iconic
Eden Centre, reducing the building’s requirement for
artificial lighting and heating.
It is the world’s first “Outstanding”-rated Building
Research Establishment Environmental Assessment
Method (BREEAM) logistics building, and it’s ensuring
JCB continues to reduce its carbon footprint.
It’s here, in a space roughly the size of five football
pitches, where around 9,000 pallets of supplier-bought
components that arrive weekly from home and abroad
are stored, cross-docked and then despatched to JCB’s
global manufacturing locations.

Renewable energy in the form of
light-absorbing wall panels supplements
the main heating system.
JCB’s 36,046m² World Logistics hub sits on a
13.8ha site, has an eaves height of up to 18.7m, benefits
from 38 dock levellers and currently caters for 33,700
racked locations for pallets and 14,000 smaller locations
in the mezzanine.
LEFT: JOANNES VAN OSTA,
GENERAL MANAGER GROUP
TRANSPORT AND LOGISTICS.
RIGHT: THE JCB WORLD
LOGISTICS CENTRE IN
STAFFORDSHIRE COVERS
AN AREA OF 36,046M² .

A biomass wood pellet boiler was installed to heat
the water that feeds the underfloor heating system in
the hub, reducing CO² usage by 97 per cent. And lightabsorbing wall panels supplement the main heating
system, whilst providing frost protection.
A highly-efficient fluorescent lighting system has
been installed that incorporates daylight-saving controls
and sensors. Furthermore, 100 per cent of the heating is
supplied by renewable sources whilst photo voltaic panels
power the inflatable roof lights, and the solar panels feed
back to the National Grid.
“These eco-features make for a cost-effective and
carbon-efficient operational environment, providing an
enjoyable working environment for our employees,” said
Joannes Van Osta, General Manager Group Transport
and Logistics.
With its array of sustainable features, including the
optimised use of natural light, rainwater harvesting, and
recyclable construction materials, it’s no surprise that the
World Logistics hub has been described as “the greenest
logistics building in Europe”. ●
ISSUE ONE > 11

>

AN EPIC
MACHINE...
NEEDS AN EPIC LOCATION FOR A PHOTO SHOOT

W

ith the morning sun edging over California’s
San Bernadino mountains, the desert floor
is splashed with light, taking on a golden

sheen. Deep in the heart of the Johnson Valley nothing
is stirring, at least at first glance. But in the centre of this
beautiful, desolate landscape, a small team is preparing

12
< JCB
JCB EEARTH
12 <
ARTH



to capture the moment.

EARTH / THIS ISSUE

ISSUE
ISSUE ONE
ONE >
> 13
13

JCB is as famous for its incredible photography and
marketing innovation as it is for its innovative and highly
productive machinery. However few of the company’s
machines can have been shipped to such an extravagant
location for a photo shoot.
“We wanted a really epic location for an epic
machine,” said Lee Appleby, the JCB Wheeled Loader
Marketing Manager co-ordinating the shoot.
“The JCB 457 had been brought over to the USA
for the Conexpo exhibition in Las Vegas, so we decided
sunrise shots in the Johnson Valley would be ideal to
showcase this new machine.”
The location is just 120 miles from Hollywood, the
spiritual home of film-making and the 457 is certainly the
star of the show. Silhouetted against the glowing early
morning sky, the film crew and photographers work
swiftly to catch the moment and to make the most of the
rapidly changing light.
The JCB 457 is a totally new wheeled loader design,
the first to feature JCB’s CommandPlus cab. This stateof-the-art ROPS structure offers improved comfort and
visibility for the operator, with a panoramic windscreen
and JCB’s Command Driving Position, incorporating an
adjustable steering column and seat-mounted controls.

Silhouetted against the glowing early morning
sky, the film crew and photographers work
swiftly to catch the moment and to make the
most of the rapidly changing light.
Taking centre stage at the Conexpo exhibition, the
wheeled loader is aggressively styled, its robust structure
demonstrating both strength and power. Beneath that
distinctively styled single-piece sloping bonnet a Tier 4
Final low-emission engine provides the beating heart for
this highly productive machine, its twin pump hydraulic
system delivering the power to perform in all quarry,
construction and earthmoving applications.
As the sun climbs higher and the shadows shrink
back, the shoot is completed. The results are stunning,
photographs more suited to a coffee table art catalogue
than a highly technical construction machinery brochure,
photographs that deliver a glimpse of the future direction
of JCB’s growing wheeled loader line. As they like to say
in Hollywood, it’s a wrap! ●

CREATING AWARD-WINNING
PHOTOGRAPHY CALLS FOR A
DEDICATED TEAM AND A VERY
SPECIAL LOCATION.

14 < JCB E ARTH

>

EARTH / AN EPIC MACHINE

ISSUE ONE > 15

Our objective was the creation of heroic,
iconic JCB machine images as part of our
mission to build excitement and interest in
the JCB brand and its products, worldwide.
> STEVE BRAZIER, HEAD OF CREATIVE, JCB

18 < JCB E ARTH

EARTH / JCB YOUR OWN BOSS

JCB’S LATEST BUSINESS
INITIATIVE HELPS NEW
COMPANY OWNERS TO
GET UP AND RUNNING,
IN A TURBOCHARGED
OFFICE OF THEIR OWN.

W

ant to be your own boss? You’ll need the right
tools for the job. With JCB’s help you could
change your life, take control of your own

destiny and build a secure future as an owner operator
of the world’s favourite backhoe loader. You could also
benefit from free training (UK), as part of the JCB Your
Own Boss backhoe loader owner operator programme.
Former site labourer David Boffey has become a
business entrepreneur and boss of his own plant hire
company, thanks to the JCB Your Own Boss initiative.
“I work on prestigious building sites for either the
homeowner, the contractor or the sub-contractor. They
understand that having a new, modern machine looks
good on their site,” he said.
Zakary Birgen, from Damatek Building Contractors,
commented: “I started as an owner/operator taking on
contracted projects with my first JCB backhoe loader.
The income and knowledge gained from my first machine
allowed me to invest in a second machine, then to take
on larger contracts. I’m now looking to invest in my third
JCB backhoe.”
As the world’s leading backhoe loader manufacturer
JCB has been working in partnership with owners and
operators for more than 60 years. No one knows more
about helping those customers to turn a business idea
into operating, profitable reality.
“Our backhoe is all you need to set up in business.
You can drive it from site to site and it is two machines in
one, an excavator and a loader. More than that, with a

ISSUE ONE > 19



host of JCB attachments available, the backhoe loader is
DAVID BOFFEY, OWNER
OF HIS OWN UK PLANT
HIRE COMPANY.

20 < JCB E ARTH

EARTH / JCB YOUR OWN BOSS

the Swiss army knife of machines. It’s your office, it gets
you to work and it gets the job done when you get there,”
said Backhoe Marketing Strategist Michael Plummer.
The machine is capable of excavating, loading, grading,
carrying and powering work tools. As the most versatile
machine on site, a 3CX is always in demand, leading to
increased utilisation and profitability for owner operators.
The machines are universally popular across the world,
with tailored JCB programmes aiding owner operators
across Europe, Africa and India.

“Within 2 years of purchase my JCB
backhoe paid for itself and I was able to
purchase my second JCB machine.”
> NAJIB RASHID, MATTAN CONTRACTORS

Kenyan business owner Najib Rashid, from Mattan
Contractors, believes buying his first JCB was the best
business decision he ever made. “Within two years of
purchase my JCB backhoe had paid for itself and I was
able to buy my second machine,” he said.
JCB offers an unrivalled range of backhoe loaders,
designed to meet the needs of customers around the
world, each delivering market-leading fuel consumption
and reduced emissions, combined with high productivity
and performance.
Total ownership and operating costs are kept to a
minimum and JCB’s experienced dealer network can
offer a range of repair and maintenance contracts to suit
your individual needs, ensuring that you keep working
with maximum availability. ●

RIGHT: ZAKARY BIRGEN
OF DAMATEK BUILDING
CONTRACTORS.

>

LEFT: NAJIB RASHID OF
MATTAN CONTRACTORS.

ISSUE ONE > 21

CELEBRATING
A BRITISH ICON
T

he Story of JCB is an extraordinary exhibition
that is housed within JCB’s head office building.
This exciting exhibition chronicles the history of

the Bamford family business, from agricultural machinery
roots in its original workshop setting in 1945 through to
the global market leader that we know today.
Visitors can fully experience the development of JCB,
sharing in the innovation and engineering excellence that

has contributed to JCB’s success in markets around the
world. The development of JCB is a fascinating story of
determination, design flair and engineering integrity and
never fails to amaze visitors old and new.
The Story of JCB is a fascinating £5 million visitor
experience, that has been created to form an integral part
of a customer visit to JCB’s biggest factory. It features a
replica of the original rented workshop in Uttoxeter,
Staffordshire in which talented young engineer Joseph
Cyril Bamford – Mr JCB – started his business.

22 < JCB E ARTH

TOP: A JCB 3C MK 3 IN
DANCING DIGGER POSE.
BELOW: A COMMISSIONED
WIREFRAME SCULPTURE OF A
JS220 EXCAVATOR.

>

EARTH / THIS ISSUE

A PANORAMIC VIEW OF THE
FINAL ZONES LEADING TO
THE JCB SHOP.

There are 14 distinct zones that take the visitor from

The exhibition isn’t just a feast for the eyes, as

humble beginnings, through the subsequent decades of

visitors can sit inside the cab of a JCB machine and try

innovation and growth. Ten landmark JCB machines

their hand at the controls. It is also possible to see the

have been installed within the exhibition, including the

inner workings of JCB’s revolutionary engines in action.

first hydraulic tipping trailer and a fully restored JCB 3
backhoe loader. They sit alongside numerous displays
of the company’s market-leading service and parts supply
operations, its military products, the ground-breaking
JCB DIESELMAX engine and the incredible, world land
speed record-breaking JCB DIESELMAX car.

The growth of JCB is a fascinating story of
determination, design flair and engineering
integrity and never fails to amaze visitors.

There is a luminous walkover display built into the
floor, that protects the many historic JCB patents that

Mr JCB’s office, which he used from 1970, has been

have helped to shape the company and world in which

lovingly recreated in the same condition as it was when
he retired in 1975. It was from this office that he watched
over the factory floor, which is still visible from that

that Joe Bamford purchased for his sales team in the

same window today. The office also looks onto the area

early days of the company. All 10 of the original JCB

where his designers and draughtsmen worked on their

number plates are displayed alongside.

revolutionary designs and patented machinery.



we live. There is even one of the original Lambretta
scooters, complete with personalised number plates,

ISSUE ONE > 23

24 < JCB E ARTH

EARTH / CELEBRATING A BRITISH ICON

LEFT: HRH THE COUNTESS OF
WESSEX AND LORD BAMFORD
VISIT THE EXHIBITION.

>

RIGHT: THE COUNTESS ALSO
MET WITH JO BAMFORD, LADY
BAMFORD AND ALICE BAMFORD.

The exhibition also puts the spotlight on the role of

There was even a military guard of honour to welcome

Mr Bamford’s son Anthony, now Lord Bamford, who has

the Countess to JCB World Headquarters. What better

driven the expansion and development of the company,

way to celebrate a Great British icon?

achieving its current leading position in the marketplace,
with 22 production facilities across four continents.

“We are honoured HRH The Countess of Wessex
was able to officiate at the opening,” said Matt McClurg,
JCB’s Worldwide Marketing Director.

“It is a showcase of our unique story and
something we can all be very proud of.”
> LORD BAMFORD

“It’s a testament to the ongoing and increasing success
of British brands and manufacturing around the world,
which are undergoing a much needed renaissance.”
JCB has played an integral role in British engineering
history and continues to be at the forefront of design and
innovation. The Story of JCB is a fitting tribute to this

Lord Bamford has spoken of his own pride in the

ongoing success story, that has been built through the

new customer experience and its pivotal role in winning

hard work and solid family values of the company and its

new business, particularly in emerging markets. He said:

employees. An example of this loyalty to the business is

“It is a showcase of our unique story and something we

a bronze bust of Mr Bamford, which is displayed on the

can all be very proud of.”

desk in his old office. The bust was a gift from the JCB

The grand opening of the 2,500m² exhibition was

workforce in 1964, the year that Mr Bamford presented

celebrated in style, with HRH The Countess of Wessex

staff with more than £250,000 in productivity bonuses.

– wife of Prince Edward – paying a visit to mark this
special occasion and give her royal seal of approval.

The Story of JCB welcomes up to 20,000 business
visitors from around the world every year. ●

ISSUE ONE > 25

COMMAND
& CONTROL
JCB TAKES CAB DESIGN TO A NEW
LEVEL WITH COMMANDPLUS

W

hen tasked with designing our best cab
to date, a cab that will set a new standard
across JCB’s wheeled loader range, JCB’s

design team tore up the rulebook and went back to basics.
The result was a new cab structure that offers panoramic
visibility, unparalleled comfort and enhanced productivity.
Unveiled to the public at the Conexpo exhibition in
Las Vegas, the revolutionary CommandPlus cab made
its debut on JCB’s 457 wheeled loader, itself indicating a

bold new direction for JCB in an increasingly competitive
market sector.
CommandPlus delivers improved visibility by moving
the cab’s A pillars out to the same width as the rear of
the cab. This increases the internal volume of the cab,
providing additional space for the operator, while creating
a panoramic windscreen for exceptional visibility to the
front of the machine.
The result of a cross-functional design team from
JCB Cab Systems, Industrial Design, Group Electrical
and Electronic Systems, the loader Business Unit and
the test department, the new cab incorporates JCB’s
Command Driving Position. This includes revised pedals,
a new adjustable steering column and seat-mounted
controls, all of which contribute to reduced fatigue for

26 < JCB E ARTH



the operator and increased productivity.

EARTH / THIS ISSUE

ISSUE ONE > 27

“The brief was, go back to first principles, question
everything. We had to define the best possible solution
for the needs of the end user, develop JCB’s best ever
cab,” said Mike Turner, Head of Industrial Design.
Main switches and secondary controls have been
repositioned on the right hand A pillar, providing the
operator with a simplified interior and easy access to
all machine controls. The 457 has two full colour LED
screens, one in the central console and a second at
the top of the right hand A pillar. This second screen
incorporates access to the loader’s operating menus and
acts as a monitor for the machine’s rear view camera.
The decision to relocate the heating, ventilation and
air conditioning system outside the main cab structure
made room for additional internal space. This, together
with the adoption of a powerful new MTU engine results
in an incredible reduction in internal noise levels, making
this the quietest cab in its class.
“There are a massive amount of improved Human
Machine Interface (HMI) components in the 457 cab,
developed to suit the needs of the operator. Ease of use
and operator comfort were key drivers and we worked
hard on the ergonomics to ensure we had optimised
control layout. The aim was to deliver a truly compelling
solution,” said Turner.
By going back to basics, finding new and innovative
solutions, the CommandPlus cab has rewritten the rules
to ensure the operator is always in command.. ●

LEFT: SINGLE OR
MULTI-LEVER ELECTROHYDRAULIC CONTROLS
ARE AVAILABLE.

>

BELOW: A ROTARY DIAL
PROVIDES RAPID ACCESS
TO CONTROL MENUS.

28 < JCB EARTH

EARTH / COMMAND & CONTROL

COMMANDPLUS

ISSUE ONE > 29

BRINGING OUR

MACHINES TO LIFE
AN INSIDE LOOK AT HOW COMPUTER GENERATED IMAGERY
IS CHANGING THE WAY JCB PROMOTES ITS PRODUCTS
30 < JCB E ARTH

EARTH / BRINGING OUR MACHINES TO LIFE

T

hey say “a picture is worth a thousands words”.

demonstrations create a real buzz at trade stands around

But Computer Generated Imagery (CGI) can be

the world and often take delegates’ breath away.

worth a thousand more. A flat image can give

“CGI is revolutionising the way JCB showcases its

you an impression of how a machine looks. But with

products and it opens up infinite possibilities. We have

the power of CGI, you can bring that same machine to

the ability to transcend conventional film and photography

life and see exactly how it works. You can even see the

with dramatic effects, such as cut-aways, see-throughs

inner workings of the machine, without peeking under

and exploded animations of machine parts, which are all

the bonnet.

very engaging for our customers,” said CGI Manager,

JCB was quick to pick up on the benefits of using

Andrew Otter.

CGI for demonstrating our own machines. We have a

“By leveraging our CAD data, CGI can demonstrate

dedicated, in-house CGI team, that utilises CAD data

our innovative and cutting-edge design. It allows us to

provided to them by engineers. In a very labour intensive

illustrate our technological advances and engineering

process, each element, including literally every nut and

prowess. This is something that has been at the core of

bolt has to be manually selected and allocated a surface

JCB and has become increasingly in demand across the

such as JCB yellow, gloss black, or chrome for example.

business globally.”

All of the machine parts have to be assembled together

The company’s sales team already makes use of

to facilitate the correct movement of the machine. The

CGI resources from a specially-created data hub to

resulting data then has to be expertly rendered and lit

demonstrate a wide range of JCB equipment at trade

using photographic techniques to ensure ultimate realism.

shows, in product launches and press events, theatre

CGI allows us to showcase a machine before a single

presentations and through the use of the latest mobile

unit has been built, and strip away the layers to reveal

technologies. As CGI develops even further, JCB will

the precision and quality of the engineering. Our CGI

continue to lead the way with advanced graphics and
interactive functions. You could say our CGI creations

“CGI is revolutionising the way JCB
showcases its products and it opens
up infinite possibilities.”

have taken on a life of their own.
Use the JCB AR app to see the power of JCB CGI
in our exclusive showreel. ●

> ANDREW OTTER, CGI MANAGER

CGI PROVIDES A PREVIOUSLY
UNSEEN GLIMPSE INSIDE
OUR MACHINES.

ISSUE ONE > 31

NEW

457|WHEELED LOADING SHOVEL

epic...

...style, visibility, power, speed, strength, efficiency and quality. A machine designed and built to be
everything you’re looking for in a wheeled loader. A machine designed and built to be a great business decision.

Coming soon from JCB. Contact your local dealer for further information or call +44 (0)1889 561422.
32 < JCB E ARTH

www.jcb.com

ISSUE ONE > 33

ACADEMIC

EXCELLENCE
THE JCB ACADEMY OFFERS A UNIQUE
TECHNICAL OPPORTUNITY FOR
ENGINEERING AND BUSINESS STUDIES

T

JCB AC

he company is inspiring the next generation of
engineers and potential business leaders to take
the industry forward, through the 21st Century

and beyond. The JCB Academy is the first school and
sixth form college of its kind in the UK, offering students

a specialist education in engineering and business that
they won’t find anywhere else.
The Academy teaches students aged 14-19 years
old, with a sixth form college to prepare them for further
education or work-based training. The curriculum is more
focused than a traditional school, in preparation for future
careers. So the time is structured around business hours
with very little, if any, homework in years 10 and 11.

“We need the right calibre of young people
to ensure that we continue to be a nation
that makes things in an innovative way.”
> LORD BAMFORD

One parent commented: “We attended an open
evening earlier this year and from that moment on we
saw this as an excellent opportunity. With JCB and
other major companies like Rolls Royce on board, there
seems to be more chance for my daughter to succeed
here than in a mainstream school.”
The JCB Academy is the brainchild of Lord Bamford
who, during his many years as Chairman of JCB, has
championed the cause of British manufacturing. He has
long voiced his concern over its decline and the lack of
young people with engineering skills emerging from the


education system.

34 < JCB E ARTH

PRINCIPAL JIM WADE AND
LORD BAMFORD WITH
STUDENTS AT THE ACADEMY.

>

EARTH / THE JCB ACADEMY

CADEMY

ISSUE ONE > 35

He said: “I am passionate about engineering and

JCB, Rolls Royce, Toyota, Network Rail, Bombardier,

committed to British manufacturing. But we need the

Bentley, Rexroth Bosch Group, National Grid, Zytek

right calibre of young people to ensure that we continue

Automotive, The Institution of Mechanical Engineers,

to be a nation that makes things in an innovative way.

IET, Harper Adams University College, Parker Vansco

“The JCB Academy is one small step to helping

and The Royal Academy of Engineering. The students

achieve that aim. The facilities here are second-to-none

complete these tasks alongside Maths, English, Science

and offer the students the opportunity to learn about

and German GCSEs.

manufacturing and engineering in a way that is exciting,
practical and aligned to the needs of employers when
they qualify in a few years’ time.”
The main building is a beautiful renovated mill, which,
appropriately, was built by the famous industrial engineer

The college is also heavily influenced by
local and national employers who provide
support and work experience for students.

and entrepreneur, Richard Arkwright, in the late 18th
Century. The mill has been carefully adapted to function

The state-of-the-art facility provides a world-class

as a modern educational complex. It has a purpose-built

educational experience, which is the springboard for

glass fronted learning wing along with 12 fully equipped

many a promising career. The JCB Academy is actively

workshops. The site is equipped with over £1 million

supported by Cambridge, Staffordshire, Loughborough

worth of modern engineering equipment, including the

and Derby Universities along with Harper Adams

only plasma cutter to be based in a UK school. These

University College. 

high-tech facilities will help to transform the students’
ideas into a reality.
The college is also heavily influenced by a number of
local and national employers, who provide support and
work experience for the students. Practical engineering
tasks are set by JCB Academy’s partners, who include

Principal Jim Wade said: “We have the very best of
facilities here geared to educating our young people to a
level that gives them the employability skills they – and
British manufacturing – need when they leave.”
So who knows, the next big name in engineering
could be a JCB Academy former graduate. ●

>
36 < JCB E ARTH

BUILT IN A RENOVATED MILL,
THE JCB ACADEMY HOUSES 12
FULLY-EQUIPPED WORKSHOPS.

EARTH / THIS ISSUE

ISSUE ONE > 37

Viva Las Vegas!
THE DANCING DIGGERS ARE THE
STARS AT THE WORLD’S LEADING
CONSTRUCTION EVENT

W

hen one of the world’s leading construction
industry events came to Las Vegas earlier this
year, JCB stole the show, with a performance

to remember. Our state-of-the-art machines danced and

performed live to music, at the Conexpo extravaganza,
with anthems like Nirvana’s “Smells Like Teen Spirit”,
Black Eyed Peas’ “I Gotta Feeling” and Journey’s “Don’t
Stop Believing” to set the mood. The machines wowed
the crowds with carefully choreographed moves, including
“The Star” and “Nellie the Elephant”, demonstrating the
expert handling of the JCB machines to dramatic effect.
Breathtaking hourly displays took place throughout
the five memorable days of the show, with thousands of
excited visitors flocking to the JCB stand. Conexpo is
billed as the world’s leading construction industry event
and draws over 125,000 visitors from more than 150
countries. Delegates included contractors and dealers,
distributors, service providers, engineers, manufacturers
and municipalities, amongst others. Conexpo also staged
an education programme with sessions on industry issues

38 < JCB E ARTH



and trends, management and applied technology.

EARTH / THIS ISSUE

ISSUE ONE > 39

This year JCB unveiled a host of new equipment

JCB also launched its pioneering augmented reality

including skid steers, forklift trucks, compact excavators,

application, JCB AR, at Conexpo, to give visitors exclusive

telescopic handlers, backhoe loaders, wheeled loaders

additional content and information about our machines.

and tracked excavators, as well as the operator comfort

Downloading the free app for Apple or Android devices,

presented by the all-new CommandPlus cab. We also

and pointing a phone or tablet at a machine logo or spec

reinforced our global commitment to fuel economy.

board, gave access to a whole world of information. Use

International Sales Manager George Chaney said:

of this new technology inspired a special interactive

“Masses of people came to the JCB booth every day

presentation packed with videos, 360° cab views, web

during the show. The response was phenomenal. The

links, chat forums and much more.

Dancing Diggers put on a tremendous show with a
quartet of electronic musicians, and our visitors saw a
number of new products and services across the entire
JCB range. New machines on display included a new
backhoe loader we’ll be making in Savannah later this
year, and a range of compact excavators and telescopic
handlers with ground-breaking designs.

“Masses of people came to the JCB booth
every day during the show. The response
was phenomenal.”
> GEORGE CHANEY, INTERNATIONAL SALES MANAGER

“Every time we showcase the range at shows like
Conexpo, visitors from North America are amazed at
how big JCB is.”

The JCB Dancing Diggers brought the show to an
impressive crescendo with the well known Wedding Arch

Fuel efficiency was high on the Conexpo agenda and

manoeuvre, which saw backhoe loaders and telescopic

JCB’s market-leading EcoMAX Tier 4 Final engine was

handlers rise up on their booms, as skid steers drove

another main attraction. George went on to say, “This

through the archway. It was a truly spectacular sight, and

year’s show certainly raised our profile as a global force

a fitting finale for a successful Las Vegas show. ●

and a family business. Interest on the stand resulted in
multiple quotations for machines. There was a real buzz
around the whole event.”

RIGHT: THE JCB STAND
WAS ONE OF THE MAIN
ATTRACTIONS IN THE
CONEXPO GOLD LOT.
ABOVE: VISITORS TO THE
STAND WERE TREATED TO AN
EXCITING SHOW FROM THE
DANCING DIGGERS.

40 < JCB E ARTH

>

EARTH / VIVA LAS VEGAS!

ISSUE ONE > 41

BUILDING

BRAZIL

A MAJOR TOURNAMENT REQUIRES SERIOUS CONSTRUCTION
WORK AND THAT’S WHY JCB WAS THERE TO LEND A HAND

42 < JCB E ARTH

EARTH / BUILDING BRAZIL

W

ith the recent arrival of the biggest football
tournament on earth, our services were
called upon to give the Brazilian building

bonanza a much needed boost. JCB has been heavily
involved in preparations for the 2014 World Cup, and
our machines have been used on a number of stadium
construction and renovation projects.
The Beira-Rio Stadium in Porto Alegre, home to
Sporting Club Internacional, is a prime example. Versatile
3C backhoe loaders were put to work on the 45-year
old stadium, giving it a new lease of life ahead of games
involving Argentina, France, the Netherlands, and many
other international teams.
JCB customers Sul Brasil and Construsinos worked
on the 50,000-seat stadium project, using the machines
to remove material and clear the surrounding area, in
and around the venue. Makena was the company that
supplied the JCB machines for this mammoth project.
Commercial Director, Felipe Silveria Martins, said: “The
3C’s robustness and the reputation of the JCB brand
mean customers feel more confident they are going to
get the job done – this is particularly important when
there is such a crucial deadline to hit.
“It is an honour to be part of the renovation of such
a traditional stadium like Beira-Rio. It is also important to
have the JCB brand linked so closely to the construction
of a World Cup stadium,” Felipe added.
Since opening its first factory in Brazil in 2001, JCB
has gone from strength to strength. In 2011 the company
opened a new $100 million plant in Sorocaba City, Sao
Paulo State, which produces on average 300 machines a
month, and has the production capacity to manufacture
10,000 machines a year.
In 2012 and 2013, the company agreed a landmark
deal with the country’s federal government to provide
more than 2,300 3C backhoes, for the second phase of
a growth acceleration programme called PAC2.
The objective was to accelerate economic growth
throughout Brazil, including many remote regions, to
build or upgrade roads, connect communities and speed
up development. As a result, 3Cs were supplied to more


than 2,000 Brazilian municipalities.

ISSUE ONE > 43

LEFT: CARLOS HERNANDEZ,
MANAGING DIRECTOR,
JCB BRAZIL.

>

FAR LEFT: THE JCB FACTORY
IN SOROCABA CITY.
BELOW: JCB AND DEALER
DEMONSTRATORS TRAVELLED
ACROSS BRAZIL TO TRAIN
5,000 NEW OPERATORS.
BELOW LEFT: LORD BAMFORD
AND THE BRITISH PRIME
MINISTER, DAVID CAMERON,
AT THE OPENING OF THE NEW
FACTORY IN SOROCABA CITY.

This massive project had many logistical challenges.

“Our focus is on quality, not quantity. The JCB 3C is

For instance, face-to-face machine training was required

unique in the market. It is robust, powerful, strong and

for over 5,000 new operators, in many remote locations.

comfortable to drive and operate. From my experience

There was no simple solution, so JCB demonstrators

customers only want JCB.”

and their dealer counterparts jumped onto planes and
into their vehicles, to take the training to the operators.
By the time the training programme was completed
the trainers had clocked up more than 125,000km by
plane and driven another 15,000km. “It was a case of
overcoming many obstacles, not just the miles we had

“When we received the backhoe it was like
being gifted a house when you get married.”
> CLERI CAMILOTTI, MAYOR OF TRES PASSOS

to travel,” Carlos Hernandez, Managing Director, JCB
Brazil explained.

Cleri Camilotti, Mayor of Tres Passos, in the state of

“For instance, several cities had no proper facilities in

Rio Grande do Sul, took delivery of one of the 3Cs on

which to conduct the training. Some had no drinking

behalf of his town. He said: “When we received the

water, others no audiovisual equipment. In one instance

backhoe it was like being gifted a house when you get

a training session had to take place in a church.”

married. It is that important to us and the economy. It is

The dividends from such a massive exercise are
certainly there for all to see, and JCB has now sold
machines to 45 per cent of Brazil’s municipalities.

vital to Brazil.” The machine is now helping to construct
a vital new link road.
The Brazil 2014 World Cup turned out to be a huge

Regis Lozano, co-owner of plant hire company

international success, with foreign fans from around the

Maqterra Limitada, based in Uberlandia, Mina Gerais,

world enjoying all this beautiful country has to offer. And

also reflected on the success of the 3C in Brazil. He said:

what’s more, Brazil’s football stadiums and infrastructure

“I bought my first backhoe in 2011. Today I have three

got a much needed boost. ●

machines of the same model.

44 < JCB E ARTH

EARTH / THIS ISSUE

ISSUE ONE > 45

46 < JCB E ARTH

EARTH / CREATING WITH YELLOW

CREATING WITH

YELLOW

AWARD-WINNING CALENDARS BRING
JCB DESIGN APPROACH INTO FOCUS

C

reating an inspiring calendar is about far more
than simply shooting an incredible photograph
of a beautiful model, although that certainly

plays a central role in the creative process. To give a
JCB calendar that extra magic, it is as much about what
happens to the photography once it has left the camera’s
memory disc.
Everyone has heard of Photoshop, Adobe’s software
program that has become an essential component of the
retouching industry. Few film stars are prepared to allow
their image to appear in the press without the odd bit of
skin clearing, thigh slimming and chin lifting.
Bringing together specific details from a number of
photographs and combining them with various elements
to meet the creative brief, is not the work of a few
minutes however. Indeed creating the award-winning
2013 JCB Calendar took almost a year, from the original
concept to the finished product.
The results however are undeniably impressive,
regularly winning a host of international design awards
ahead of a number of well-known calendar producers.
The majority of JCB’s most successful calendars
have been shot by professional photographer George
Bamford, one of Lord Bamford’s sons and a grandson of


JCB founder Joseph Cyril Bamford.

ISSUE ONE > 47

Having brought together JCB machinery and striking
models in a number of calendars since 2005, the team
decided to take things in a new direction. JCB has such
a large range of construction, agricultural and industrial
equipment these days, that condensing it into 12 monthly
photos is almost impossible.
The one thing that ties all of JCB’s products together
though is the colour, that vibrant golden yellow that gives
every JCB such a distinctive appearance. George Bamford
and JCB’s Head of Creative Steve Brazier, along with
Senior Retoucher Stuart Reeves, decided to use JCB’s
yellow paint as the main focus of the calendar, initially
dripping it across the models’ bodies.

The one thing that ties all of JCB’s products
together though is the colour, that vibrant
golden yellow.
For the 2013 calendar, however, the team decided
to take this effect a stage further, literally to clothe the
models in a dress of dripping paint.
To achieve this effect the models were photographed
in a studio, with separate photos taken of various
locations within JCB’s factories. Each shop floor location
provided the ‘catwalk’ for the models to walk down,
bringing together the glamour of the photo shoot with

48 < JCB E ARTH



the industrial infrastructure of the manufacturing facility.

EARTH / THIS ISSUE

ISSUE ONE > 49


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