JCB Toughphone E10 Draws Criticism Over £300 Price and 4GB/64GB Specs

1 articles · Updated · TechRadar · Jun 1

TechRadar said the JCB Toughphone E10 delivers entry-level hardware at a £300 list price, calling it poor value and giving it an overall 2/5 score.
The review cited a dated MediaTek Helio G36 chip, 4GB of RAM, 64GB of storage, 4G-only connectivity and no Android 16 upgrade path as the main reasons for the weak verdict.
JCB Phone’s rugged model does offer a 6,500mAh battery, eSIM support and an IP69K rating, but the reviewer noted it lacks IP68 submersion protection and tops out at 1080p video on a 720p-class display.
Competing rugged phones from Ulefone and Blackview were highlighted as cheaper or similarly priced options with 5G, more memory and storage, reinforcing the review’s conclusion that buyers are paying mainly for JCB branding.

Is JCB's legacy of toughness being undermined by a phone that can't even match a £100 competitor?

Beyond its poor performance, could the JCB phone's misleading marketing spark a major consumer rights investigation in the UK?