Hitachi Construction Machinery didn’t just unveil the LANDCROS name—it immediately gave it responsibility. By launching a European R&D centre in Germany as the first entity to carry the new identity, the company turns a brand transition into an operational statement, anchoring LANDCROS in battery-powered, digital and ICT-led innovation from day one.
Choosing Europe as the proving ground is no accident. With its regulatory pressure, zero-emission momentum and advanced construction ecosystems, the region effectively defines what LANDCROS is meant to stand for; while the clean split of roles with KTEG avoids the ambiguity that often undermines rebrands.
- First operational use of the LANDCROS name, not just a naming exercise
- Europe positioned as the testbed for zero-emission and digital strategy
- Clear division of development responsibilities strengthens credibility
New brand names earn meaning through accountability. LANDCROS works because it launches with scope, talent and consequences, not slogans.
