JCB betting on golf to boost sales

JCB building $50m golf course at UK headquarters

JCB will use the course as a shop window for its dealers

JCB will use the course as a shop window for its dealers

JCB has announced it will spend nearly $50 million (£30m) building a golf course next to its World HQ in Staffordshire, UK, to hoping to boost sales and build global awareness of its brand.

The 18-hole, par 72 championship golf course centre, along with plans for five-star hotel-style accommodation complete with a new luxury spa and leisure facility, will be used for visiting JCB guests from across the world.

While still subject to planning approval, when built the course will be made available mainly to JCB’s network of 770 global dealers, used to drive business growth, helping to build relationships with new customers and strengthen relationships with existing customers.

The 7,150 yard course will be planned by design house European Golf Design, and built to tour-quality standard, with the possibility of eventually hosting a major tour event, further boosting the JCB brand profile.

The club house will be situated in a 18th century mansion currently in ruins, Woodseat Hall, which will be completely renovated.

JCB chairman Lord Bamford announced the plans, following on from the announcement late last year that the company would spend close to $250m (£150m) building two new factories in Staffordshire to cope with expected market growth.

“JCB is a global manufacturer with a successful track record in growing sales in overseas markets. As part of our plans to increase manufacturing capacity and grow sales, we need to build an even stronger awareness of the JCB brand around the world,” said the British peer.

“Golf is a truly global sport and is a perfect fit for JCB as a global manufacturer as we look to develop strong relationships with customers and dealers worldwide. I’m not a golfer myself but I’m excited by the opportunity it presents us in driving our future plans for business growth.”

The construction of the course will be carried out exclusively by JCB machines, creating a “240-acre shop window” for its product range.

When completed in 2018, it is expected that up to 100 people will be employed in groundcare and hospitality roles.


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