JCB and Kubota in ad claim dispute
Published: 18 June 2008 09:29 Author: Richard Stirling More by this Author Last Updated: 18 June 2008 09:29
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An advertisement by JCB has sparked an indignant response from competitor Kubota.
The Advertising Standards Authority (ASA) this month upheld a complaint from Kubota about JCB's claim that it made the UK's best selling mini excavators.
Kubota complained that JCB's boast relied on sales figures for 2006 and not the latest 2007 figures. The ASA said: "We noted that the difference in terms of percentage market share between JCB and Kubota for mini excavators was small in both 2006 and 2007.
"We noted JCB had relied on sales and market share data from 2006 to make the claim 'the UK's best selling minis' and considered that the basis for the claim should have been stated in the ad."
The ASA's investigation also sparked a row over what constitutes a mini excavator. The association said JCB's research gave sales figures for minis weighing between under one tonne and four to six tonnes. The company also referred to minis in the six to eight tonne range.
The ASA found when it came to machines of one to six tonnes, Kubota had the greater sales by volume and market share for 2007. The association also named the firm as winner for machines of between one and three tonnes.
Kubota, however, has since caused confusion in a subsequent press release: "Kubota is the UK, European and world leader in mini excavators and provides the widest range of minis available from a single manufacturer. Customers can select from 19 base models, spanning the weight range from 850kg to eight tonnes."
http://www.cnplus.co.uk/plant/news/2008 ... spute.html