The JCB brand looks set for a boost with the opening of a new 2500 square-metre, 14-zone exhibition centre at JCB world headquarters in Rocester, Staffordshire.
JCB chairman Sir Anthony Bamford believes the experience will play a "pivotal role in winning new business, particularly in the emerging markets."
He added: “We are an innovative company and our success over the past 66 years has been driven by innovation and that is at the very core of ‘The Story of JCB.’ It is a showcase of our unique story and something we can all be very proud of.”
The experience takes visitors back to the company's beginings in the 1820s, when the Bamford family were blacksmiths in Uttoxeter, through to the present day.
The centrepiece is a scale skeletal model of a JCB tracked excavator built from 8mm steel rod by artist Benedict Radcliffe.
The Experience also features a JCB retail store stocked with a range its kids and adult licensed product as well as bespoke merchandise exclusive to the store.