JCB is the world's biggest manufacturer of backhoe loaders, and make a whole raft of other heavy construction machinery.
The first thing you are told when you visit JCB is that their new golf course has been conceived, designed, and built for one reason only - to sell diggers.
They are quite candid that their proclaimed aspirations to attract professional tour events are to exactly the same end - to sell diggers.
It shows.
The course was built in-house and has clearly involved the use of an awful lot of diggers shifting a colossal amount of earth and building a huge number of very big bunkers.
As a demonstration to potential purchasers of what can be achieved using an unlimited supply of heavy machinery there is no doubt that the new JCB golf course is a huge success.
I am sure that JCB customers from around the world will enjoy immensely the opportunity to play this spectacular course and place healthy orders for lots of backhoes and ancillary plant.
After touring the course Ben, Ken and I played Beau Desert and yesterday I played Cavendish with my wife and son. The contrast between JCB and these revered old classics could not be more startling. Whether that is in a good or a bad way I haven't quite made my mind up yet.
I think I'm still in shock!
These pics from the opening two holes set the tone...
1st Hole by Duncan Cheslett, on Flickr
2nd Hole by Duncan Cheslett, on Flickr