Hitachi Construction Machinery has announced that it will adopt a new corporate name – LANDCROS Corporation – beginning in April 2027
According to the announcement, the rebrand is intended to reflect the next stage of the firm’s development while maintaining continuity in its operations and customer relationships.
The company will remain headquartered in Japan, where its core research, development, and manufacturing activities will continue. Executives say existing capabilities will be retained, with plans to enhance technical innovation and expand cooperation with international partners.
Despite the name change, New Zealand dealer CablePrice and its associated networks will operate as before. The company states that customers can expect no disruptions to their current contacts, branch access, or parts and product support. All established service channels are expected to remain in place throughout the transition.
A gradual dual-branding period will begin in April 2027 and run for 12 months. Orders placed after the changeover date will be delivered under the LANDCROS name, with the full product lineup expected to complete the transition by April 2028. Further guidance and updated materials are planned for release as the implementation date approaches.
New Zealand social media industry groups have expressed their dismay at the change from the well-known and respected Hitachi brand name.
In a statement, Aidan Mahony, managing director of CablePrice (NZ) Ltd, thanked customers for their continued support and emphasised that the rebranding aims to honour the company’s origins while positioning it for future needs.