HITACHI Construction Machinery (HCM) has announced plans to rebrand to LANDCROS, effective from April 2027.
The manufacturer explained that the construction and mining industries are entering a new era, with demand for ‘faster, smarter, and more sustainable’ ways to build infrastructure and housing at an unprecedented scale, with ‘fewer skilled operators, lower costs, and tighter deadlines’.
In this context, Hitachi Construction Machinery has chosen to reinvent itself. ‘LANDCROS’ is said to express the company’s determination to deliver innovative solutions to customers around the world.
Francesco Quaranta, HCM Europe president & CEO, said, “LANDCROS represents our commitment to go beyond machinery, empowering customers with intelligent, connected, and sustainable solutions. It is based on a partnership philosophy, working openly with technology leaders, integrating cutting-edge digital and AI capabilities into machines that symbolise reliability in the construction industry, whilst creating a reimagined customer experience from ground to cloud.”
Hitachi’s vision started to take form with the unveiling of LANDCROS ONE at bauma 2025, a prototype said to ‘redefine’ what a machine can be: autonomous, remotely operated, and designed to engage the next generation through intuitive, gamified ergonomics. The reaction from customers has been ‘overwhelmingly positive’, the company revealed.
“We are changing the name. We are changing the game. But one thing will never change: who we are,” added Francesco Quaranta. “Our values, our people, our quality, our promise of reliability, and our commitment to our trusted dealers and customers will stay forever. With LANDCROS, we transition from building machines to designing seamless user experiences, supported by advanced technology, opening new possibilities at construction sites where every operator can achieve exceptional performance.”
HCM president and executive officer, COO Masafumi Senzaki, added, “We aim to cultivate ‘LANDCROS’ into a brand that will make our customers feel that they made the right choice when selecting our machinery or services, our shareholders confident about their decision to invest in the company, and our employees feel that their work is meaningful.”
