Hitachi Construction Machinery has announced that it will officially rebrand as Landcros beginning in April 2027, marking a major strategic shift as the company evolves from a traditional equipment manufacturer into a technology-driven solutions provider.
The new corporate and brand name will be rolled out globally across all equipment, parts, and dealer networks. While the branding and decals will change, the company confirmed that model names, machine colours, and core product specifications will remain unchanged. Landcros machines will continue to feature Hitachi’s signature “Reliable Orange,” and customers will retain access to the same authorised dealers, service teams, and warranty policies.
According to Hitachi, the rebrand will not affect manufacturing operations, organisational structure, or product availability.
“The same ‘Reliable Orange’ we love to see on jobsites will remain,” said Simon Wilson, chief operating officer of Hitachi Construction Machinery Americas. “This change will not impact how customers work with our machines or dealers. Instead, it reflects our renewed commitment to delivering solutions that address real jobsite challenges.”
From machinery manufacturer to solutions provider
The Landcros name has already been introduced to the industry through Landcros One, a next-generation concept excavator unveiled at Bauma 2025 in collaboration with Italian design firm Granstudio. The futuristic machine showcased Hitachi’s vision for the future of construction and mining equipment.
Landcros One featured three adaptable powertrain options—electric, hydrogen, and diesel—allowing flexibility across different operating environments. The concept also included AI-assisted interfaces, advanced automation, and gamified controls designed to improve productivity and help address the global skills and labour shortage in heavy equipment operations.
Both the concept machine and the new brand identity reflect Hitachi’s broader transition toward integrating digital ecosystems, sustainability, automation, and operator-centric design into its product portfolio.
“With the Landcros brand, we will develop products that integrate technologies such as artificial intelligence, augmented reality, remote operations, and advanced robotics,” Wilson said. “Our aim is to deliver intelligent machines that can learn, adapt, and evolve with our customers’ needs, while preserving the core reliability they expect from us.”
Meaning behind the Landcros name
Hitachi Construction Machinery traces its roots back more than 75 years, beginning with cable-operated shovels in 1950 and launching its first mid-sized hydraulic excavator in 1968. The company says this legacy forms the foundation of the Landcros identity.
The name “Landcros” combines:
- Land, representing the earth-moving nature of the business and respect for its heritage
- Customer, Reliable, Open, and Solutions, reflecting the company’s future-focused commitment to innovation, collaboration, and problem-solving
“As we look to the future, technology will play an increasingly critical role in the heavy equipment industry,” said Gabe Weiss, senior director of marketing at Hitachi Construction Machinery. “We are building on our history of innovation to offer solutions that go beyond machines.”
North American transition and dealer strategy
Hitachi clarified that the rebrand is not directly linked to the dissolution of its 33-year excavator joint venture with John Deere in 2022. Following the split, Hitachi re-established its independent presence in North America and built a standalone dealer network.
During the transition period leading up to 2027, Hitachi and its 22 authorised dealers across the United States and Canada will operate under a dual-branded identity, using the “Hitachi Construction Machinery Reliable Solutions – Landcros” logo. This phased approach is intended to help customers gradually familiarise themselves with the new brand.
The dual branding will also be featured at major industry events, including ConExpo-Con/Agg 2026, ahead of the full Landcros rollout.
CEO Hidehiko Matsui said the rebrand represents the next chapter in the company’s evolution.
“Since our origins within Hitachi Ltd. in 1950, we have built a strong legacy of trust and contribution to society,” Matsui said. “With Landcros, we aim to extend that legacy by delivering solutions that go beyond machinery and support the future of construction and mining.”
