Hitachi Construction Machinery Unveils 2027 Brand Change
Hitachi Construction Machinery is making a change. The company just announced it will officially change its corporate name and brand to LANDCROS in April 2027. Hitachi explained that this change will introduce updated equipment and parts branding, while maintaining the same manufacturing excellence and dealer support customers have always trusted.
According to the press release, the brand transition represents Hitachi’s next stage of accelerating innovation to create and provide customers new forms of value as they look to the future.
“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.” Says 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.”
Introducing LANDCROS
The LANDCROS brand will debut with new machine decals and company logo in April 2027. Hitachi said all other core 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.” Says Simon Wilson, COO 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.”
More to Come
For more than 75 years, Hitachi has been manufacturing innovative equipment — including the first mid-size hydraulic excavator in 1968. The company said this history of revolutionizing the equipment industry will serve as a launching pad as it continues to redefine how humans work on jobsites of the future with LANDCROS.
From the press release:
LANDCROS is a symbolic word that represents the guiding ideals the company will follow as it looks towards the future. The new brand name combines the word “LAND,” representing its respect for the company’s history and its vision for the future, with “Customer,” “Reliable,” “Open” and “Solutions,” to express how they plan to provide innovative solutions to their customers.
Hitachi-branded equipment was reintroduced to the North American market in 2022. Since then, the company has seen sustained growth and increased demand with their dealer network of over 22 dealers across the United States and Canada. As the brand transitions to the new name, Hitachi and its dealers will use a dual Hitachi Construction Machinery Reliable Solutions – LANDCROS logo as customers familiarize themselves with the LANDCROS brand.
Pam Kleineke is managing editor of Compact Equipment.
