Hitachi Construction Machinery will have a strong presence at ConExpo 2026 in Las Vegas where its 30,000 sq ft booth will have 22 machines on display, including a new ZX500LCK high reach demolition excavator, two new wheel loader models, a new ZX890LC Mass Excavation configuration, together with over 17 attachment types, live demonstrations and lots of new technology.
Gabriel Weiss Head of Marketing Hitachi Construction Machinery Americas
However, perhaps one of the biggest talking points at this showcase event will be its rebranding in April 2027 to LANDCROS as the manufacturer embarks on what has been described as a new and exciting journey into the future.
It will be a journey that will see it develop new products and solutions that integrate technologies like remote operations, advanced robotic automation, AI and more to offer customers intelligent machines capable of operating, learning, and adapting to their current and future needs in the construction and mining industries.
LANDCROS is a symbolic word. It combines the word ‘LAND’, representing respect for the company’s history and manufacturing, with its vision for the future, and ‘CROS’ representing “Customer," "Reliable," "Open," and "Solutions," to express how it plans to provide innovative solutions to its customers.
It’s a major transition for Hitachi Construction Machinery who have been providing innovative machinery for over 75 years. The move to become a full global solutions provider has generated much discussion across the industry and no doubt will continue to do so until and long after the official launch of the LANDCROS brand just over a year from now.
ConExpo will be the first time the brand will be widely promoted in the Americas, with some of the spotlight being focused on LANDCROS Connect, an all-in-one solution for monitoring machine fleets, regardless of the manufacturer or number of machines.
It enables operators to view machine performance and operating data, generate custom reports, and create geofences for a targeted productivity analysis. It can be accessed from a smartphone or tablet while on the go and can be tailored to individual needs.
So, how will the rebranding effect customers not just in the USA and Europe, but around the world; what impact will it have on the industry? Awesome Earthmovers has been finding out from Gabe Weiss, Head of Marketing at Hitachi Construction Machinery Americas, who is currently fully engaged with preparations for ConExpo.
Hitachi Construction Machinery has spent many decades revolutionising the equipment industry and building what has become an iconic name across the globe, so what has prompted the move to rebrand at this particular time?
A lot of people don’t realise that Hitachi Construction Machinery was spun off as a public company in Japan by its owners Hitachi Limited which began life in 1910. We license the HCM brand name from Hitachi Ltd but in 2022 it changed its outlook on where it wanted to be in the future. It reduced its investment in HCM, with multiple publicly announced reductions periodically since. So as of April 2027, we will not be authorized to use the Hitachi name on any of our new equipment or in any of our advertising.
A decision was made to build a company identity that showcases our focus on creating solutions for the future jobsite, LANDCROS.
So, what does the future hold?
We are very well known for producing reliable and durable machines incorporating Japanese manufacturing excellence, and we want to continue that process, but we also know that our expertise does not extend to the field of emerging connected technologies, AI and autonomy, for example, so we have teamed up with several third party start-up groups who can work along with us in those areas to help and support our customers to move forward – Sodex Innovations, Teleo and Veristart Technologies. All three partners will be demonstrating their technologies alongside Hitachi machines at ConExpo.
Sodex Innovations develops solutions that make surveying in construction effortless. Founded in 2021, it specializes in machine-integrated systems and cloud software that automate data capture, documentation, and analysis on construction sites.
Teleo’s autonomous solution allows customers to operate multiple machines simultaneously from an office-like environment, while Veristart Technologies offers a solution targeted at preventing machinery theft by providing fleet managers with better control of their machines. It combines a cloud application, a mobile application, and a hardware device that works together to give fleet managers precise control over who can operate their fleet.
When will we see the first evidence of the rebranding on the ground?
We are treating 2026 as a transitional year. The new branding will gradually emerge initially through our advertising and promotional activities. It will not appear on equipment until 2027 when the LANDCROS decal will replace the current HITACHI name.
Initial response to the rebranding announcement has been largely positive, but what would you say to those operators who have been voicing their concern over the disappearance of what has been an iconic and much respected and loved name down through the years?
Honestly, I do know and appreciate where they are coming from. Many operators have a very emotional attachment to the Hitachi name. Essentially though, it will be the same machine, the same company, providing the same manufacturing and engineering excellence, and with the same spirit and leadership, and of course the same dealer network to provide local service, support and parts to customers.
What our customers like about our machines, the durability, the reliability, the strength behind the hydraulic system, none of that will change, either. Even the familiar
Orange colour will stay the same. The only difference, a big difference, will be the new technologies that can be integrated into the machines as the customers require.
What has been the reaction from the Hitachi dealer network?
In the US and Canada, where we have 27 independent dealers, there has been some apprehension. It came as a little bit of a shock to them initially, but after the first week or so when we interacted with them following the announcement, our dealers came to recognise and understand that not much was changing apart from the name.
It’s a very emotional change for all of us, but we understand that they have invested in the Hitachi name, and we will be working with them to make the transition as smooth a process as possible over the next year.
For me personally, the opportunity to look for new technologies and how we can support the industry for the next 100 years is quite exciting. This change will see not only the introduction of updated equipment and parts branding, but also new and exciting innovations to provide our customers with solutions beyond machines. This is only the beginning.