Hitachi Construction Machinery has announced it will change its name and brand to LANDCROS in April 2027.
The new brand will introduce updated equipment and parts, while maintaining the same manufacturing and dealer support. This brand transition represents the company’s next stage of accelerating innovation to create and provide customers new forms of value as they look to the future.
LANDCROS is a symbolic word that represents the guiding ideals the company will follow as they look towards the future. The new brand name combines the word “land,” representing their respect for the company’s history and their vision for the future, with “Customer, Reliable, Open and Solutions,” (CROS) to express how they plan to provide innovative solutions to their customers.
“Hitachi Construction Machinery started as a part of Hitachi Ltd. in 1950. In 1970, they incorporated as a corporation and has since built a strong legacy of earning customer trust and contributing to society with the Hitachi Brand,” said Hidehiko Matsui, CEO and Chairman of Hitachi Construction Machinery Americas.
“With this upcoming phase for our company, we are looking forward to adding to that history by providing our customers solutions beyond machines.”
RELATED: Hitachi showcases LANDCROS One excavator concept
The LANDCROS brand will debut with new machine decals and company logo. All other aspects like company structure, equipment manufacturing, product offerings and warranty policies will remain the same.
“The same reliable orange we love to see on jobsites will be the same. Our customers can be assured that this brand change will not have any major impact to the way they work with our equipment or our dealers,” said Simon Wilson, Chief Operations Officer at Hitachi Construction Machinery Americas.
“Instead, this represents our renewed commitment to continue creating solutions that solve industry and job site problems. With the LANDCROS brand, we will develop products that integrate technologies like AI, augmented reality, remote operations, advanced robotics and more. Our goal is to offer our customers intelligent machines capable of operating, learning and adapting to their current and future needs, while maintaining the key functional components that they prefer us for.”
Hitachi Construction Machinery more than 75 years of history in manufacturing equipment. Their specialty in hydraulic engineering has been advancing the heavy machinery industry since they launched the first mid-size hydraulic excavator in 1968.
Since its reintroduction to the North American market in 2022, Hitachi-branded equipment has seen sustained growth and increased demand with their dealer network of over 22 dealers across the United States and Canada.
