Hitachi Construction Machinery launches brand campaign ahead of LANDCROS rename
Equipment manufacturer Hitachi Construction Machinery introduced a global brand campaign preceding its planned corporate name change to LANDCROS in April 2027
Hitachi Construction Machinery Co., Ltd., a global construction and mining machinery manufacturer, has launched a brand campaign ahead of its trade name change to LANDCROS Corporation. The new global brand, LANDCROS, will be officially adopted from April 1, 2027. To promote the rebranding, the company has initiated a worldwide advertising campaign, unveiling four key graphic elements that encapsulate its new mission statement, "Solutions Beyond Machinery."
Established in 1950, Hitachi Construction Machinery has long been recognized for delivering reliable solutions in the construction and mining industry. With the advent of the "Solutions Beyond Machinery" initiative, the corporation is committed to going beyond mere hardware provision and providing comprehensive solutions to customers' challenges in construction sites and society at large.
This is achieved through open collaboration with partners and leveraging the company's extensive Japanese manufacturing expertise and global service network.
The new brand identity of LANDCROS emphasizes three core values: Reliability, Openness, and Professionalism. Reliability is rooted in Hitachi Construction Machinery's heritage of manufacturing excellence, while Openness is demonstrated through collaborating with partners and embracing diverse perspectives. Professionalism is grounded in the deep understanding of worksites and the industry, ensuring professional support for customers.
Hitachi Construction Machinery's vision for LANDCROS is to continue delivering innovative solutions that transcend traditional boundaries in the construction machinery market. By providing integrated support that includes services and digital solutions, the company aims to enhance machine operation, safety, and productivity, while generating new value for customers and the industry.
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