Hitachi Construction Machinery Announces New Brand Name

Oct 28, 2025 — Hitachi Construction Machinery announced that in April 2027, it will officially change its corporate name and brand to LANDCROS. This change will introduce updated equipment and parts branding. This brand transition represents the company’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,” said 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.”

Same Trust, New Decals

Beginning in April 2027, the LANDCROS brand will debut with new machine decals and company logo. All other core aspects like company structure, equipment manufacturing, product offerings and warranty policies will remain the same. Customers can trust that the dealers they have built strong relationships with will continue to support them. The engineering they depend on will also remain, only with new decal stickers. 

“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,” said Simon Wilson, Chief operations officer 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.”

LANDCROS is a symbolic word that represents the guiding ideals the company will follow as they look towards the future. The new brand name combines the word “LAND,” representing their respect for the company’s history and their vision for the future, with “Customer,” “Reliable,” “Open” and “Solutions” to express how they plan to provide innovative solutions to their customers.

Since its reintroduction to the North American market in 2022, Hitachi-branded equipment has seen sustained growth and increased demand with their dealer network of over 22 dealers across the U.S. and Canada. During the transition period before the official brand change in 2027, Hitachi Construction Machinery and its dedicated network of dealers will use a dual Hitachi Construction Machinery Reliable Solutions – LANDCROS logo as customers familiarize themselves with the LANDCROS brand.
 

Visit hitachicm.us and landcros.com.