Hitachi Construction Machinery Co is to transform into a new global brand, LANDCROS, marking the next chapter in the company’s 75-year legacy of reliability, innovation, and customer partnership.
Effective April 2027, the change reflects the company’s evolution to deliver solutions beyond machinery, expanding on its existing capabilities with an increased commitment to developing intelligent, connected, and sustainable solutions for the construction and mining industries.
Locally, Hitachi Construction Machinery Australia (HCMA) will transition to the LANDCROS name as part of a phased rollout. In New Zealand, CablePrice (NZ) Ltd will continue under the same company name and structure, supplying and supporting the Hitachi-branded product range transitioning to LANDCROS-branded product during the same period.
This marks a significant milestone for the Hitachi Construction Machinery business. The entire manufacturing, design, engineering, and support operations previously within Hitachi will continue under the new LANDCROS identity — retaining all factory personnel, infrastructure, and technical resources in Japan.
While customers will see continuity in the people, products, and the trusted orange machines they know, the rebrand signifies a new drive to accelerate collaboration with partners globally, expanding technology development and innovation capabilities.
HCMA Managing Director & President of Oceania Region, Ray Kitic, said the construction and mining industries were entering a new era, and the world demanded more efficient and sustainable approaches in these two key industries.
“The aspirational goals of our people, key partners and society are inspiring us to evolve,” he said.
“Our DNA of engineering excellence and global support networks, delivering customer centric reliable solutions around the world remains fully intact. Our existing capability serves as the platform from which to launch this next phase in our evolution.
“We enter this next stage in our journey with energy, enthusiasm and commitment to strengthening our existing capability by accelerating innovation, developing new technologies, and expanding our collaboration with key partners worldwide.
“We are excited with the opportunities that this next stage holds, and whilst we are expanding our capabilities, our focus remains where it’s always been — with our customers.
“To our valued customers in Oceania and around the globe, rest assured that the people, products, support networks, and supply chains you depend on will remain unchanged. Evolving with purpose. Built on trust.”
The meaning behind LANDCROS
The name LANDCROS was born from the ideas and aspirations of employees across the
globe.
“LAND” represents the vision of creating rich land and cities for the future, while “CROS” combines the words Customer, Reliable, Open, and Solutions — expressing the company’s promise to provide innovative solutions to all stakeholders.
It reflects five shared beliefs voiced by employees:
1. Walk alongside customers on their journey.
2. Be a reliable presence they can trust.
3. Openly co-create new value with customers and partners.
4. Deliver innovative solutions across every interaction.
5. Contribute to the creation of sustainable and prosperous societies.
Together, these values define LANDCROS — a brand committed to collaboration, reliability, and continuous innovation.
Importantly, the company’s close relationship with Hitachi Ltd. will continue, including ongoing collaboration in digital technologies, IoT-related development, and component supply, ensuring customers benefit from continuous innovation and quality backed by shared Japanese expertise.
Hitachi Construction Machinery President Masafumi Senzaki said the company aimed to cultivate LANDCROS into a brand that makes customers feel they made the right choice when selecting machinery or services.
“We want our shareholders confident in their investment, and our employees proud of their contribution,” he said.
The new brand will be introduced progressively across products, facilities, and communications over the next two years, with dual branding to be phased out by April 2028.