Hitachi Construction Machinery intends to change its corporate name and brand in 2027 to Landcros.
The change will bring updated equipment and parts branding along with it, Hitachi says.
“Hitachi Construction Machinery started as a part of Hitachi Ltd. in 1950,” says Hidehiko Matsui, CEO and chairman of Hitachi Construction Machinery Americas. “In 1970, they incorporated as a corporation and [have] since built a strong legacy of earning customer trust and contributing to society with the Hitachi brand. With this upcoming phase for our company, we are looking forward to adding to that history by providing our customers solutions beyond machines.”
Beginning in April 2027, the Landcros brand will debut with new machine decals and a company logo. Other core aspects such as company structure, equipment manufacturing, product offerings and warranty policies will remain the same.
According to Hitachi, the word “Landcros” symbolizes the guiding ideals the company will follow as it looks to the future. The new brand name combines the word “land” – representing the company’s respect for its history and vision for the future – with “customer,” “reliable,” “open” and “solutions,” to express how it plans to provide innovative solutions to customers.
“The same ‘Reliable Orange’ we love to see on jobsites will be the same,” says Simon Wilson, COO of Hitachi Construction Machinery Americas. “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. Instead, this represents our renewed commitment to continue creating solutions that solve industry and jobsite problems.
“With the Landcros brand, we will develop products that integrate technologies like AI, augmented reality, remote operations, advanced robotics and more,” Wilson adds. “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.”
