Japan-based construction and mining equipment manufacturer Hitachi Construction Machinery has announced a strategic re-brand under the new concept name “LANDCROS”, signalling a shift from pure equipment manufacturing to offering connected, sustainable solutions.
According to its July 2024 press release, the company introduced LANDCROS to symbolise its ambition to “cross with our customers on their journey”, “be a reliable presence”, and “co-create new business and value” in partnership with dealers, suppliers and end-users. While the Hitachi brand will remain in use, the LANDCROS identity marks a new phase in the firm’s Medium-Term Management Plan (BUILDING THE FUTURE 2025).
Key elements of the re-brand include:
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Launch of the LANDCROS Connect Fleet Management System, enabling multi-manufacturer machine fleet monitoring and data analytics.
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Debut of the LANDCROS One concept machine at bauma 2025 showcasing remote, autonomous and alternative-fuel capabilities.
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Corporate culture and identity overhaul to emphasise digitalisation, sustainability, and lifecycle solutions rather than simply hardware.
Industry analysts view the re-branding as a strong strategic move, reflecting the broader shift in construction equipment from commodity machinery to integrated solutions platforms. If executed effectively, the LANDCROS identity could position Hitachi Construction Machinery as a leader in next-generation construction ecosystems.
