Hitachi Construction Machinery is rebranding to align with its new strategic direction
Hitachi Construction Machinery Co., Ltd. has announced it will be rebranding to LANDCROS as of April 1, 2027.
The company announced the rebranding will help respond to a rapidly changing market, break away from its traditional hardware-centric business structure and evolve into a ‘solutions provider’ that helps solve customer issues with integrated support.
This includes services and digital solutions throughout the machinery lifecycle in addition to developing next-generation construction machinery combining AI, robotics, sensing and communication technologies.
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Hitachi Construction Machinery has already been gradually offering innovative solutions under the LANDCROS name, which symbolises a new direction for the OEM to pursue.
“The new LANDCROS corporate brand combines the word ‘LAND’ representing our vision, with ‘Customer’, ‘Reliable’, ‘Open’, and ‘Solutions’, which are all words that are important to us, to express our commitment to society to provide innovative solutions to all of our customers,” Hitachi Construction Machinery president and executive officer, COO Masafumi Senzaki says.
“We aim to cultivate LANDCROS into a brand that will make our customers feel that they made the right choice when selecting our machinery or services, our shareholders confident about their decision to invest in the company, and our employees feel that their work is meaningful.”
The consolidated subsidiaries of Hitachi Construction Machinery will also be rebranded under LANDCROS.