Hitachi Construction Machinery says it is rebranding to LANDCROS, effective April 2027, as part of a transformation of the business. The firm explains that as the construction and mining industries are entering a new era, there are demands for faster, smarter, and more sustainable ways to build infrastructure, with fewer skilled operators, lower costs, and tighter deadlines. Reflecting this change, Hitachi Construction Machinery says it is has chosen to reinvent itself.
The company explains that LANDCROS expresses the company’s determination to deliver innovative solutions to customers around the world in the construction and mining industries. This brand shift reflects the company’s commitment to embark on a new journey to further accelerate its evolution and forms part of its ongoing efforts to deliver value with customers into the future.
Francesco Quaranta, HCM Europe president & CEO, said: “LANDCROS represents our commitment to go beyond machinery, empowering customers with intelligent, connected, and sustainable solutions. It is based on a partnership philosophy, working openly with technology leaders, integrating cutting-edge digital and AI capabilities into machines that symbolise reliability in the construction industry, whilst creating a reimagined customer experience from ground to cloud.”
“We are changing the name. We are changing the game. But one thing will never change: who we are,” emphasised Francesco Quaranta. “Our values, our people, our quality, our promise of reliability, and our commitment to our trusted dealers and customers will stay forever. With LANDCROS, we transition from building machines to designing seamless user experiences, supported by advanced technology, opening new possibilities at construction sites where every operator can achieve exceptional performance.”
HCM president and executive officer, COO Masafumi Senzaki commented: “We aim to cultivate ‘LANDCROS’ into a brand that will make our customers feel that they made the right choice when selecting our machinery or services, our shareholders confident about their decision to invest in the company, and our employees feel that their work is meaningful.”
Hitachi Construction Machinery is expanding its “value chain businesses” of parts and services, remanufacturing (parts and machines), rentals, and used equipment as it aims to grow together with customers as a true solutions provider that offers innovative solutions to customers. As its vow to all stakeholders to achieve this mission, the firm established and is currently disseminating and promoting the LANDCROS as its new concept. With roughly 26,000 employees around the world, the consolidated sales revenue for Hitachi Construction Machinery was 1,405.9 billion yen for fiscal year 2023 (ended March 2024) with an overseas sales revenue ratio of 84%.
