JCB Phone has brought out a trio of new rugged smartphones—the E10, M20, and P20—targeting vertical market sectors such as construction, agriculture, emergency services, and logistics.
The company aims to fill the gap left by the closure of Bullitt Group and withdrawal of CAT-branded devices from the European market. Bullitt’s product management VP Peter Cunningham joined JCB as chief strategy officer six months ago.
The new range is available now through existing distribution partners, with further rollout planned across Europe, Africa, Australasia, and Latin America. JCB Phone has not disclosed unit forecasts but expects the E10 to lead in volume sales based on early channel interest.
Priced at £349.99, the entry-level E10 is positioned as a cost-effective option for B2B and fleet deployments. It features a 6.6-inch screen, large battery, Android 15, IP69K and MIL-STD-810H certification, eSIM capability, and a night vision camera as standard.
The M20 and P20, priced at £499.99 and £699.99 respectively, build on the E10’s core offering with higher screen brightness, larger batteries, and, in the case of the P20, integrated thermal imaging.
JCB Phone has a distribution partnership with Exertis and recently added Exertis Ireland. Additional agreements are in place in Greece, Hungary, the Czech Republic, and Slovakia, with further distribution and network deals expected in the coming weeks.
Support and repair services are handled in the UK by TMT First. A two-year manufacturer warranty and a B2B support framework are being extended across other territories.
The company says its devices are attracting strong demand from corporate buyers, particularly in environments where durability and specialist features—such as thermal and night vision imaging—are critical.
Commenting on market conditions, JCB Phone noted that while the rugged smartphone sector has contracted following CAT’s exit, there remains steady demand for “truly rugged” devices built to meet industrial needs.
The company also highlighted its use of steel construction over plastic as a key differentiator, said to reduce device flex and eliminating the need for protective cases.
“JCB is a globally respected industrial brand, and that brings a level of trust and recognition that’s important to buyers in this space,” said a spokesperson. “There’s no gimmickry here—our customers need kit that works in challenging conditions, and these devices have been built with that in mind.”
While the devices are not certified for public sector procurement due to volume thresholds, they are fully compliant with industry standards and offer regular security patch updates alongside the latest Android version.
