Why rebrand to LANDCROS?

According to the company, “LANDCROS” expresses its vision to provide innovative solutions to global customers in the construction and mining industries. The consolidated subsidiaries of Hitachi Construction Machinery will also unify their brands under LANDCROS for consistent branding in global markets.

The construction and mining industries are currently facing complex and serious social challenges including labour shortages, environmental regulations, operating cost increases, and aging infrastructure.

The name change represents a response to this rapidly changing market environment, where the company must evolve from a hardware-centred business to a solutions provider delivering holistic job site solutions. This includes services and digital solutions throughout the machinery life cycle, in addition to developing next-generation construction machinery combining AI, robotics, sensing, and communication technologies.

Commenting on the new branding, Hitachi Construction Machinery President and Executive Officer, COO Masafumi Senzaki said, “The new LANDCROS corporate brand combines the word LAND representing our vision, with Customer, Reliable, Open, and Solutions, which are all words that are important to us, to express our commitment to society to provide innovative solutions to all of our customers. 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.”