In a move that’s set to make waves across the global construction and mining equipment sectors, Hitachi Construction Machinery (HCM) has announced it will rebrand as Landcros from April 2027.
The company says the new name represents its transformation from a traditional machinery manufacturer into a partner delivering intelligent, connected, and sustainable solutions — reflecting the rapidly evolving needs of the industry.
HCM explained that the rebrand comes as the construction and mining sectors face increasing demands for efficiency, sustainability, and digital integration — all amid a tightening skills landscape. The Landcros identity is designed to signal innovation, adaptability, and a customer-first approach in this new era of technology-driven construction.
Francesco Quaranta, President and CEO of HCM Europe, said:
“Landcros represents our commitment to go beyond machinery. It embodies a partnership philosophy that integrates cutting-edge digital and AI capabilities into equipment known for reliability, while redefining the customer experience — from ground to cloud.”
While the name is changing, HCM confirmed that its dealer network will remain a cornerstone of the business. The company aims to evolve this network into a “new customer journey,” combining AI, data, design, and human expertise to deliver smarter, more connected support.
At bauma 2025, HCM previewed its new direction with the unveiling of the Landcros One prototype — a remotely operated, autonomous machine featuring advanced ergonomics inspired by gaming interfaces to attract the next generation of operators. The debut was met with strong positive feedback from customers and industry leaders.
Despite the transformation, HCM leaders are clear that the company’s core principles will remain unchanged.
“We are changing the name. We are changing the game. But one thing will never change — who we are,” said Quaranta. “Our people, our quality, our reliability, and our commitment to our dealers and customers will stay forever.”
Masafumi Senzaki, President and COO of HCM, added:
“We want Landcros to be a brand that gives customers confidence in their choice, reassures shareholders, and makes our employees proud of the work they do.”
The transition to Landcros marks one of the most significant rebrands in the global equipment sector in recent years. For ICE Expo attendees, it represents a clear indicator of where the market is heading — toward smarter, autonomous, and more sustainable machinery backed by data-driven service models.
As the industry continues to evolve, the Landcros identity highlights how major OEMs are adapting to the challenges of digitalisation, decarbonisation, and workforce change — all central themes at this year’s ICE Expo.