JCB has ambitions to increase its share of the £225 million-a-year British compact equipment market.
The multi-million pound move will see JCB's dealership network setting up separate compact sales companies and increasing its nationwide sales force to a total of 50 dedicated salesmen.
The manufacturer said the campaign was 'designed to capitalise on the strength and breadth of the firm's compact equipment line-up, which is the largest in the world' The 43-model range currently includes micro excavators, skid steers and backhoes.
Recent launches saw the introduction of mini backhoes and tracked dumpers.
The dealers will create separate compact equipment showrooms at selected depots around the country and buy 'tow and show' vehicles to take to customers' sites for demonstration.
JCB sales managing director Francoise Rausch said the dealership moves were designed to build on the strengths of the manufacturer's new European compact sales division.
Ms Rausch said: 'We have the biggest compact range in the business.The scope to further grow our share in the important UK market is huge, not just in the construction sector but also in other applications such as grounds care and amenities.'
The firm has capitalised on one of its recent developments in the compact sector with the sale of its first fleet of backhoes fitted with lock-up torque converters for increased productivity between job sites.
The fleet of 21 3CX backhoes was sold to York-based Collier Plant Hire for its work with civils and construction customers.
The Torque Lock is an option on JCB's 92 hp and 100 hp turbocharged machines and works by keeping the higher gears engaged to avoid losses in torque.
The manufacturer claimed the increased road speed of the equipment can cut travel time between sites by 10 per cent and improves fuel consumption by 13 per cent.