Hitachi Construction Machinery is on track to transition to the LANDCROS brand, officially scheduled for April 2027, with plans to expand its product lineup, partnerships and services.
Kathy Wells, editor-in-chief of Equipment Today and OEM Off-Highway walks through the company's path as it aims to become a top-three construction equipment manufacturer in North America by 2030, and accelerate growth through new products, technology, and a stronger focus on quality, reliability, safety and productivity.
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Do you recognize this name?
How about this one?
I’m Kathy Wells, editor in chief of Equipment Today and OEM Off-Highway.
It’s an important time for Hitachi Construction Machinery as it begins the transition to LANDCROS. We got the chance to sit in on Hitachi’s 2026 Dealer Meeting to get some insights.
So first up, THE NAME.
The name change officially drops April 2027. At the meeting, Masafumi Senzaki said, “I’m not here to introduce a new name, I’m here to introduce a new chapter. That next chapter is called LANDCROS.” In the link below, you can check out our full interview with Hitachi leadership that digs deeper into the rebrand and the meaning behind it all.
Now, Senzaki says the first phase of this big transition is done, and now they’re entering the second phase that promises to include a broader product lineup, stronger solutions and greater opportunities for growth.
Next up, THE GOAL.
The company wants to be among the Top 3 construction equipment manufacturers in North America, so the goal is establishing a clear No. 3 position by 2030 and elevating the LANDCROS brand. Now the plan on how to get there includes a few big steps:
1. They’re looking to expand four priority businesses through 2028:
o North American
o Mining
o Latin America
o Parts & Service.
2. As part of its new Open strategy, they’ll be welcoming new manufacturing and technology partners
3. They’re going to be hiring more talent globally to strengthen the organization
4. And they’re looking to make all of this growth happen by way of some major investments and building out their portfolio.
And THE PLAN.
The theme of this year’s Meeting was Accelerate, meant to challenge dealer thinking, how they position themselves, and how they plan to go after the market.
Part of that acceleration strategy includes bringing in more innovations for customers, like the new partnership with Pronto to expand mining automation solutions. (see pic)
They also announced new LANDCROS wheeled excavators will be coming to the North American market, AND plans to expand into the compact track loader market, with more details to come.
MOST recently, they announced a Letter of Intent with Yanmar and a potential future collab in the compact equipment arena.
So what does any of this mean for contractors and operators? As they chase that Top 3 spot in North America, the company’s new direction includes a bigger commitment to quality, reliability AND performance — all aimed at supporting safer operations, higher productivity and lower lifecycle costs for end users.
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