What’s in a name? Why Hitachi’s move to Landcros goes beyond branding

Andy Brown Head of Content, Construction and Engagement

17 August 2026

For a company whose reputation has been carefully built over decades, changing the name on the side of the machine is no small matter.

Hitachi Construction Machinery (HCM) is preparing for the transition to Landcros, a change that will see one of the best-known names in construction equipment replaced by a new global corporate brand, effective April 2027. The change is happening because HCM is no longer part of Hitachi Ltd in the…

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