In November of 2025, heavy machinery giant Hitachi announced a major rebrand from their legacy name to the new LANDCROS by April 2027. While the name on the side of the boom arm may be changing, the quality, model nomenclature, and “reliable orange” color will remain the same—something that Hitachi management has emphasized in the many public and print statements the company has made since the initial announcement. Here’s what you need to know about the rebrand.
What is Happening?
After over 100 years of business in the heavy machinery repair and production industry, Hitachi is rebranding to LANDCROS, announcing the change to company personnel during a team building event on November 4th, 2025. C-suite and management members Yusuke Kajita (VP and Executive Officer), Yasumasa Zaizen (General Manager of Asia Business Div), and Takuya Iijima (Managing Director of Hitachi Construction Machinery Malaysia) shared more with employees regarding the shift. The goal is not to completely rebrand and move the company in a different direction, but to maintain company directives with a renewed sense of purpose under the new moniker. Hitachi has always been devoted to finding solutions in all aspects of its business, but under the LANDCROS name it seeks to emphasize its position as a solutions provider, and more clearly display the value that the company provides to society and customers.
LANDCROS banners and signage have started popping up at the company’s Malaysian, Japanese, and South African offices ahead of the April 2027 rebrand launch. A LANDCROS branded machines was also displayed during ConExpo 2026, with a second standing guard outside the company’s Tsuchiura Works in March 2026.
What is the New Brand?
Hitachi is transitioning to LANDCROS, a name that comes from a continued commitment to Hitachi’s primary brand ethos. As described by the company, “The new brand, LANDCROS, embodies a strong determination to ‘openly co-create new businesses and value with our customers and partners, and develop together’ as symbolized by the ‘O’ in its name.” Other letters such as the “R” represent the reliability of not only the machines produced, but the company as a whole. The new branding also has a forward focus aspect representing the company’s commitment to emerging technologies for both machines and for the larger manufacturing process
What Are The Company Directives?
Since the early aughts, Hitachi has made an ever-evolving commitment to its environmental, labor, and shareholder directives, something it intends to carry through its rebrand to LANDCROS. In 2001 the company introduced environmental accounting as a methodology for tracking environmental conservation costs and internal and external benefits. Since then, this commitment has evolved and spread past environmental initiatives to other sectors such as labor initiatives.
The directives are as follows:
- • Compliance with Laws and Regulations and Respect for International Standards: In addition to abiding by the regional, national, and international regulations, Hitachi is committed to honest and fair procurement of materials and components.
- • Respect for Human Rights and Consideration for the Working Environment: A commitment to reducing discrimination, forced and child labor, and human trafficking in the company’s supply chain.
- • Occupational Safety and Health Management Practice: Based on the fundamental company philosophy of “prioritizing safety and health above all else,” Hitachi
- • Environmentally Friendly Procurement of Raw Materials: This includes utilizing third-party certified raw materials and working with local communities to maintain areas of biodiversity. This includes the exclusion of conflict minerals in the manufacturing process.
- • Minimizing Negative Impacts on the Environment and Society: Not only is Hitachi committed to ethically sourced materials, but understanding the impact their business does on the environment and society at large and reducing harm to both.
- • Implementing a Procurement Strategy for a Circular Economy: In line with the age-old principles of “reduce, reuse, recycle, and renewable,” Hitachi strives to partner with firms that promote parts remanufacturing and an increased use of recycled materials.
- • Collaboration with Stakeholders: This initiative seeks increased collaboration with firms and suppliers that have proven to uphold these initiatives.
- • Procurement Management: To maintain these initiatives, surveys and internal audits review partner processes to determine if they still fit Hitachi’s goals.
What Does This Mean for the Brand?
For the average consumer, not much is changing under the new LANDCROS name. Even under a new name, the company formally known as Hitachi is committed to its quality and partnerships. Hitachi previously set out policies regarding everything from compliance with country-specific and international laws, to environmental and labor concerns, to collaboration with stakeholders, and it intends to carry those initiatives forward under the new name. In addition, the company intends to promote the value that the brand provides not just its customers, but society at large.
The name may be changing, but the company itself has not. At least not when it comes to providing solutions to its customers and maintaining a high level of company accountability.
