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Northland JCB Holds Open House

The New England Patriots weren't home, so Northland decides to have a party at Gillette Stadium.

Mon May 06, 2013 - Northeast Edition
Jay Adams

Northern JCB welcomes guests to the Gillette Stadium in Foxboro, Mass.
Northern JCB welcomes guests to the Gillette Stadium in Foxboro, Mass.
Northern JCB welcomes guests to the Gillette Stadium in Foxboro, Mass. Several machines are available to test at the Northern JCB equipment convention. John Young (L) and Scott Bernard, municipal transportation workers of Andover, Mass.,
try out a 260 skid steer on the grounds. Customers approach for the skid steer challenge. Jamal Jones, transportation worker of Lexington, Mass., attempts the backhoe challenge. Northern JCB Territory Sales Rep. Mike Beisany shows off a Stuart Amos S4 mechanical broom to DOT workers from various Massachusetts cities and towns. John Young of the DOT in Andover, Mass., navigates the obstacle course for skid steer challenge. The registration truck offers refreshments and a view of the various event challenges. Customers enjoy the view of the New England Patriots’ home field. Northern JCB’s skid steers and earthmovers selected for the convention are on display. Michael Paez of Equipment Med in Pawtucket, R.I., examines Northern JCB literature while holding his daughter Elianna. Contractors select various equipment and service brochures offered by Northern JCB. Upon arrival, guests receive complimentary tote bags at the registration table. Visitors appreciate the view of Gillette Stadium from a luxury suite. Northern JCB President Steve Foote (R) personally greets guests. Regional business manager David Pendleton conducts a presentation of Tier IV emissions.

Northland JCB held an open house at Gillette Stadium, home of the New England Patriots, for contractors and guests in six New England states on April 24. Northland is the newest division of NitCo since its introduction in 2011.

"This is a customer open house at a really cool venue," said Karen Guinn, GM Marketing Communications in Savannah. "Northland JCB really cares about its customers and holding special days like this meeting is a way to entertain, in order to get our customers familiar with our new products and to get to know as many of them as we can."

Several machines were on hand for contactors to test drive and there were skid steer and backhoe challenges. There were giveaways. Among the prizes were a new JCB jacket, a $100 VISA gift card and more. Dozens of clients were given free tote bags upon arrival. Some New England Patriot cheerleaders also attended.

The open house was not only about the activities; it was informative. In one of the adjoining meeting rooms, regional business manager David Pendleton educated clients on new Tier IV emission standards set by the Environmental Protection Agency. Northland JCB backhoes and excavators are already equipped with modified engines that meet the mandatory air quality standards that become emissions law for all off-road vehicles by the end of 2016.

"JCB engines will not need any after-treatments or modifications," said Guinn. "They already meet the standards. This saves money, is more fuel efficient and is better for the environment. They also provide a higher resale value to owners."

Pendleton told the crowd about the storied history of JCB, founded by Joseph Cyril Bamford in 1945. A British businessman, regarded well internationally, JCB's first product was a small tipping trailer.

"This all started from a secondhand welding garage. From very humble beginnings, we have come a long, long way," said Pendleton. "Now, we are one of the top three manufacturers in the world. That surprises a lot of people. We make some 300 products that are sold worldwide."

JCB's headquarters are in Savannah, Ga., with divisions all over the world. JCB has more than 1,500 dealership locations.

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