Hitachi Construction Machinery is taking another major step toward its rebranding as LANDCROS. On October 30, 2026, the Japanese construction equipment manufacturer announced the launch of a global brand campaign ahead of its planned corporate name change on April 1, 2027.
The campaign marks an important stage in the company's transition from a traditional construction machinery manufacturer toward a broader solutions provider for the construction and mining industries.
The company first announced its plan to adopt the name LANDCROS in October 2025. Following the necessary corporate procedures, the name change is scheduled to take effect on April 1, 2027.
From November 2, 2026, Hitachi Construction Machinery began rolling out four key visual concepts worldwide under the campaign message:
"Solutions Beyond Machinery."
The new brand reflects a broader business direction. Rather than focusing solely on the development and sale of excavators, wheel loaders and mining equipment, the company intends to expand its role in areas such as digital services, AI, robotics, sensing technologies and equipment lifecycle support.
The name LANDCROS combines the idea of LAND, representing a prosperous society and future, with CROS, representing Customer, Reliable, Open and Solutions.
The construction and mining industries are facing several common challenges:
Shortages of skilled machine operators and maintenance personnel.
Rising equipment operating and maintenance costs.
Increasing demand for higher productivity and lower downtime.
Greater expectations for environmental performance and sustainable operations.
Growing use of digital technologies and intelligent equipment management.
These changes are pushing equipment manufacturers to rethink their traditional business models.
Hitachi Construction Machinery sees the LANDCROS transition as an opportunity to develop beyond equipment manufacturing and build closer partnerships with customers and technology providers.
Its future direction includes intelligent machinery, connected equipment, digital services and more comprehensive aftermarket support.
For equipment owners, distributors and spare parts suppliers, one important question is whether the rebranding will affect existing Hitachi machines and their parts supply.
According to the company's official information, the transition is primarily a change in corporate and product branding, rather than a complete change in manufacturing operations.
The company has indicated that:
Existing Hitachi equipment will continue to be supported.
Manufacturing processes and product quality will remain unchanged.
The established dealer and service network will continue to support customers.
Parts and service support for existing Hitachi machines will continue.
New equipment and parts branding will gradually transition to LANDCROS.
During the transition period, customers may see both Hitachi and LANDCROS branding used together.
For aftermarket distributors and equipment maintenance companies, this is particularly important. The change in brand identity does not mean that the existing Hitachi equipment population will disappear. Demand for replacement parts, maintenance components and repair services will continue as these machines remain in operation.
The move from Hitachi to LANDCROS is more than a new name on an excavator.
It reflects a wider change across the global construction equipment industry. Major manufacturers are increasingly investing in digital technology, intelligent equipment, integrated services and aftermarket solutions.
For independent manufacturers and aftermarket suppliers, this development also highlights an important point: the industry is no longer competing only on machine specifications or component prices.
Product reliability, manufacturing capability, parts availability and the ability to support customers over the entire equipment lifecycle are becoming increasingly important.
As Hitachi Construction Machinery prepares for its official transition in April 2027, the market will be watching how LANDCROS develops its new identity and business strategy.
One thing is clear: the machines may carry a new name, but the demand for reliable parts and dependable aftermarket support will remain.
Source: Hitachi Construction Machinery official announcement, October 30, 2026.
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