Juanita Pienaar spoke to Daniel Erasmus, District Manager Africa South - Mining & Construction at JCB Sales Ltd, about the manufacturer’s latest innovations in the backhoe loader market.
A heritage of leadership
JCB has held its position as the global leader in backhoe loaders for decades, a status it attributes to a relentless drive for innovation. “JCB are the number one Backhoe Loader manufacturer and have been for many years,” says Daniel Erasmus. “This is because JCB were the first to market and have continually invested in innovating our products over the last 80 years.”
Now, with the launch of the JCB 3CX PLUS and PRO models, the company aims to further cement this leadership, particularly in key non-legislated markets such as Africa, the Middle East, and Asia.
Responding to customer demands
Modern construction and agricultural customers are demanding more from their machines. “Customers are constantly looking for machines that can do more work whilst reducing costs, as well as better operator comfort and ease of use,” Erasmus explains.
The new models were designed to address these needs directly. JCB’s strategy was clear: create a simplified range that offers varying price points, and prioritise usability, efficiency, and productivity. “Our global strategy is to make the machines easier to use, more efficient, and more productive,” he notes.
Game-changing features
So, what sets the JCB 3CX apart from the rest? Erasmus highlights several upgrades that elevate performance, operator experience, and fuel economy.
“The new models introduce features that help customers to reduce costs and increase efficiency, with improved comfort, versatility, and productivity when loading, roading, and excavating,” he says. These features include a completely redesigned cab interior, a single loader lever with F-N-R as standard, LED work lights, Bluetooth radio, and rear axel limited slip differentials (available on the JCB 3CX PRO only).
Other options further enhance productivity, such as shovel-mounted forks and a bi-directional hydraulic circuit.
Designed around the operator
JCB’s longstanding belief that “a comfortable operator is a productive operator” has guided the redesign of the cab. “Operators will first notice the completely redesigned interior with a striking new design and high-quality moulded plastics,” Erasmus says.
Seat-mounted joystick controls, now standard on the JCB 3CX PRO, offer effortless operation of both the loader and excavator while improving visibility to the rear working area. A new Forward-Neutral-Reverse (F-N-R) directional switch incorporated into the loader lever reduces effort and saves time when changing direction. “This will be a standard feature in addition to the existing column shift control,” he adds.
Efficiency meets innovation
Fuel efficiency is another area where the new models shine. Features like the Smooth Ride System and auto idle deliver tangible savings. “Auto Idle reduces fuel consumption by automatically dropping the engine to low idle speed if no hydraulic services are active after twenty seconds.”
The result? Up to 20% fuel savings compared to earlier models. “With increased focus on operating costs and emissions, introducing fuel savings gives us an advantage that no competitor can match,” Erasmus states.
Outperforming the competition
In benchmarking tests, the JCB 3CX PLUS and PRO outperformed competitors. “Benchmarking analysis proves that JCB's new JCB 3CX PLUS and PRO offer class-leading productivity, durability, and ease of use,” says Erasmus. “The new JCB 3CX PLUS is up to 21% more productive and up to 75% more fuel efficient when excavating compared to competitor machines.”
These gains translate to significant cost savings, with potential operator savings of up to £3 000 (just under R73 000) a year.
A strong value proposition
Residual value is another key strength for JCB. “Our Backhoe Loaders are renowned for being the most productive and reliable, hence why 1 in every 2 backhoes sold worldwide is a JCB,” Erasmus points out. “This reputation is reflected in the market with very strong residual values.”
The company’s ability to design and manufacture its own axles, engines, and transmissions gives it an edge. “Doing so has allowed us to fine-tune our components to maximise overall productivity,” Erasmus explains.
Market reception
The new models have already made a significant impact. “The launch of our new PLUS and PRO Backhoe models has been a resounding success, and this has reflected in our gains in market share,” Erasmus confirms.
Contractors remain the primary customer segment, but the JCB 3CX models are also gaining traction with agricultural users. With the combination of innovative features, class-leading performance, and operator-centric design, JCB’s latest machines are poised to maintain the company’s dominance in the backhoe loader market.
A proven performer
Joao da Silva, CEO of QuickSILVA Group, provides a compelling real-world testament to the 3CX’s capabilities. “Since 1993, we have relied on the JCB as an excellent, superior, and reliable product that just gets the job done,” he says. “About 50% of our fleet consists of JCB TLBs, and they continue to meet all our needs in terms of functionality, reliability, efficiency, and fuel economy.”
QuickSILVA Group experimented with alternative brands but decided to remain solely with the JCB TLB. “We did not get the same reliability and efficiency from other brands, and even if we pay a slight premium, the JCB 3CX delivers the best results for total cost of ownership,” da Silva explains.
The company’s partnership with JCB and its finance partners has also proven invaluable. “Since 2017, we’ve had an ongoing relationship that offers preferential interest rates and great service. This year alone, we bought 20 TLBs - a record-setting single purchase of TLBs for us and possibly the Western Cape,” he adds.
With nearly 110 JCB machines purchased over seven years, including TLBs, excavators, rollers, skid steers, telehandlers, and front-end loaders, QuickSILVA Group’s loyalty underscores the 3CX’s value. “It’s a machine that has stood the test of time,” da Silva concludes.
JCB’s 3CX PLUS and PRO models aren’t just an upgrade; they are a bold statement of intent. By focusing on the things that matter most - productivity, efficiency, and operator comfort - JCB is ensuring its iconic backhoe loaders remain the benchmark for years to come.