Hitachi Construction Machinery Co., Ltd. has officially announced its rebranding: starting April 2027, the company will adopt the name LANDCROS.
This move is part of a global strategy to strengthen its presence in the construction and mining machinery market. New products will feature distinctive colors and designs, including the iconic “Reliable Orange.” Customers and dealers will have access to dedicated materials and support to ensure a smooth transition. LANDCROS represents the future of innovation and reliability in the construction sector.
Risk of losing historical brand equity
Risk of losing historical brand equity
Both Hitachi and Doosan are long-established brands, recognized for reliability, quality, and innovation in construction equipment. Rebranding as LANDCROS (Hitachi) or DEVELON (Doosan) carries the risk of diluting the established reputation. The new name must rebuild emotional perception and market recognition almost from scratch, potentially making the brand appear less reliable to long-standing customers. While the change aims to modernize the image, significant marketing and communication efforts are needed to maintain dealer and customer trust.