Shohei Ohtani named LANDCROS global brand ambassador

Hitachi Construction Machinery has recruited one of the world’s biggest sporting stars to help launch its new LANDCROS identity, appointing Shohei Ohtani as a global brand ambassador.

The Japanese construction equipment manufacturer will officially change its company name to LANDCROS Corporation on April 1, 2027, marking its transition away from the Hitachi corporate brand it has used since its founding.

Ohtani, who plays for the Los Angeles Dodgers in Major League Baseball, will feature in LANDCROS communications in Japan and internationally as the company builds awareness of its new identity.

Hitachi Construction Machinery said Ohtani was chosen for his disciplined approach, commitment to continual improvement and ability to build trust with those around him.

"I feel a deep connection with the trust and expertise that Hitachi Construction Machinery has built over many years and it is a great honor to be entrusted with this role," Ohtani said.

"In my own career, I place great importance on the fundamentals and believe that building on each day, one step at a time, is what leads to the future.

“Because I have continued to take on new challenges with the support of my teammates, fans, and so many others, I feel a strong connection with what LANDCROS is striving to achieve."

Hitachi Construction Machinery president and executive officer, Masafumi Senzaki, said the company was “deeply honoured” to welcome Ohtani as its global brand ambassador.

"To have the opportunity to work alongside Ohtani — who continues to challenge himself in the United States and on the world stage — is a source of immense pride for all of us, and we are sincerely grateful," he said.

"As we launch our new name and brand from April 2027, we look forward to continuing to accelerate our challenge and growth toward the future that LANDCROS envisions, alongside Shohei Ohtani."

The LANDCROS name combines “LAND” with the concepts of Customer, Reliable, Open and Solutions, according to the company.

The rebrand will see Hitachi Construction Machinery retain its existing focus on construction and mining equipment while pursuing its ambition of becoming one of the industry’s top three companies by 2030.

The LANDCROS name and corporate brand will officially take effect from April 1, 2027.