Hitachi rebranding to LANDCROS from 2027

Hitachi Construction Machinery Co., Ltd will transform to a new global brand, LANDCROS, marking the next chapter in the company’s storied 75-year history.

Effective from April 2027, the change reflects the company’s evolution from just hardware to an increased commitment to developing intelligent, connected and sustainable solutions for the construction and mining industries.

The entire manufacturing, design, engineering and support operations previously within Hitachi Ltd. will continue under the new LANDCROS identity — retaining factory personnel, infrastructure and technical resources in Japan.

The company’s shared expertise with Hitachi Ltd. will also continue, including ongoing collaboration on digital technologies, IoT-related development and component supply.

While the name change won’t be a major shift for customers – there will be continuity in the people, products and signature orange machines – the rebrand signifies a new drive to accelerate collaboration with global partners, expanding technology development and innovation capabilities.

Related: Hitachi reveals LANDCROS One excavator concept

Locally, Hitachi Construction Machinery Australia Pty. Ltd. will transition to LANDCROS as part of a phased rollout. In New Zealand, CablePrice (NZ) Ltd. will continue under the same company name and structure but fully adopt the new LANDCROS branding.

“Our proud history across the last 75 years as a global leader in the supply of quality equipment and reliable solutions, has been forged from our products, our people and customer partnerships,” said Ray Kitic, Hitachi Construction Machinery Australia Managing Director & President of Oceania Region.

“The construction and mining industries are entering a new era. The world demands more efficient and sustainable approaches in these two key industries.

“The aspirational goals of our people, key partners and society are inspiring us to evolve. Our DNA of engineering excellence and global support networks, delivering customer centric reliable solutions around the world remains fully intact. Our existing capability serves as the platform from which to launch this next phase in our evolution.

“We enter this next stage in our journey with energy, enthusiasm and commitment to strengthening our existing capability by accelerating innovation, developing new technologies, and expanding our collaboration with key partners worldwide.

“To our valued customers in Oceania and around the globe, rest assured that the people, products, support networks, and supply chains you depend on will remain unchanged."

The word LANDCROS is derived from ‘LAND’ and ‘CROS’, which is an acronym for Customer, Reliable, Open, and Solutions – expressing the company’s promise to provide innovative solutions to all stakeholders.

The new brand will be introduced progressively across products, facilities and communications over the next two years, with dual branding to be phased out by April 2028.