Hitachi To Be Rebranded as Landcros by April 2027: Industry Highlight

Beginning in April 2027, Hitachi Construction Machinery will operate under the new corporate and brand name LANDCROS. According to the company, this rebranding represents a strategic move toward offering more comprehensive solutions that integrate digital services, hardware, and sustainability programs.

The move builds on the “LANDCROS” concept that the company has been promoting since previous product reveals and concept work at international shows, and it comes after the company recently reorganized its executive and strategic team. 

New name on Decals with the same dealers and machines

Customers can still work with current authorized dealers for parts and service, Hitachi highlights, even though the name and branding will change. People might get confused about the reselling of their old equipment.

All brands have a distinctive color scheme and company log, which makes it simpler for others to recognize them. Hitachi has already stated, though, that it will not alter its color in order to maintain the same level of accessibility.

The construction machinery for sale will still have the recognizable “Reliable Orange” color. The renaming will not involve a redesign of manufacturing, warranty, or operational infrastructure.

The business prepares dual-branded materials for the transition period so that dealers and consumers can gradually get used to the new name. This strategy seeks to prevent disruptions for fleets that depend on consistent field support and parts supply.

What does this idea tell the story?

Hitachi’s conceptual design already incorporates the Landcros name. The company debuted the LANDCROS One excavator concept at Bauma 2025. It is a “phygital” ( combination of physical and digital ) machine that combines sophisticated digital interfaces with physical controls and has options for diesel, electric, and hydrogen-ready powertrains. AI support, remote operation, and operator-focused ergonomics are highlighted in the concept.

The public’s reaction to the concept and Hitachi’s collaboration with design partner Granstudio highlight the company’s declared goal of transitioning from pure manufacturing to integrated, technologically advanced solutions for operator empowerment and jobsite productivity. And that’s the new brand’s message.

Will this rebranding impact the used equipment market?

For contractors and buyers of used machines, the rebrand itself shouldn’t change day-to-day ownership concerns: parts, service, and resale channels remain in place. But the company’s push toward software, telematics, and alternative powertrains could raise expectations around service capabilities and long-term compatibility on newer machines.

If you manage a mixed fleet, it’s a good time to track how dealers handle dual-branding, parts numbering, and service documentation during the transition. Machines built before the rebrand will still be tradeable, but future models may layer in technologies that affect diagnostics, maintenance, and total cost of ownership.

Source:  hitachicm.com

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