Hitachi Machinery Unveils New Bold Identity, LANDCROS

Hitachi Construction Machinery will adopt the new global brand name LANDCROS from April 2027, extending the rebrand across all products and dealerships worldwide.

The new brand name combines the word “land,” reflecting the company’s respect for its history and connection to the earth, with the acronym CROS—Customer, Reliable, Open, and Solutions—highlighting its commitment to delivering innovative tools and services.

“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.”

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The LANDCROS rollout will begin with new machine decals and an updated company logo. The company’s core elements, including its organizational structure, manufacturing processes, product offerings, and warranty policies, will remain the same.

“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 on 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 jobsite problems.”

Wilson added that the LANDCROS brand will allow the company to integrate advanced technologies into its machines, including artificial intelligence, augmented reality, remote operations, and robotics. 

“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,” he said.

According to Gabe Weiss, Senior Director of Marketing, the LANDCROS name reflects the company’s vision for the future. “We understand that technology will play an increasingly important role in the heavy equipment industry,” he said. “We will build on our history of innovation to offer solutions that go beyond machines.”

During the transition period, a dual-branded logo featuring both Hitachi Construction Machinery and LANDCROS will appear at dealerships and trade shows, including ConExpo-Con/Agg 2026, as customers familiarise themselves with the new identity.

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