Staffordshire-based JCB unveils £5m exhibition
Staffordshire firm JCB is unveiling a new £5m exhibition about the company's history.
The Story of JCB, created at its world headquarters at Rocester, also looks at founders the Bamford family in their time as blacksmiths in the 1820s.
Visitors will be able to see 10 JCB machines as they pass through 14 zones.
Members of the public will be allowed to see the exhibition on select weekends and other periods, including school holidays.
The company said there would also be separate business visits "pitched at a different level".
Worldwide director of marketing Matt McClurg said: "The growth opportunity for JCB is in the markets where our brand is not as well known as we'd like.
"One thing we do know from research is that customers in those areas are very interested to understand the pedigree and credentials of a company and visiting factories is a key part of the purchasing decision when they are going to invest in equipment."