# Hitachi Construction Machinery Americas Preps for LANDCROS Rebrand - **Published:** 2026-07-30 - **Edition:** National - **Source:** Construction Equipment Guide - **Authors:** Hitachi Construction Machinery - **URL:** https://www.constructionequipmentguide.com/hitachi-construction-machinery-americas-preps-for-landcros-rebrand/71912 - **Tags:** Business News, compact equipment, Hitachi Construction Machinery Americas, LANDCROS, Yanmar ## Summary Hitachi Construction Machinery and Yanmar Holdings signed a Letter of Intent to explore collaboration in the compact equipment business. Combining Yanmar’s compact equipment expertise with Hitachi’s global reach aims to boost product competitiveness and customer value while maintaining each brand’s identity and dealer networks. ## Article During its 2026 dealer meeting, Hitachi Construction Machinery Americas shared its ambitious vision of the future as the company prepares to become LANDCROS in April 2027. The transition represents an expanded vision focused on delivering innovative solutions and global partnerships to evaluate expanding machine segments that help customers address their most pressing challenges across construction, mining, quarrying and infrastructure industries, the company said. Takehito Yamaoka, president and representative director of [Yanmar](https://www.constructionequipmentguide.com/yanmar-equipment-for-sale/) Holdings Co. Ltd., and Masafumi Senzaki, president and executive officer of Hitachi Construction Machinery Co. Ltd., announced that the two companies signed a Letter of Intent (LOI) on July 23, 2026, to begin exploring potential collaboration in the compact equipment business. ![](https://www.constructionequipmentguide.com/"https:/dmt55mxnkgbz2.cloudfront.net/900x0_s3-71912-Hitachi-7-21-26-Photo-6.jpg/) Hitachi photo The introduction of Landcros wheeled excavators to the North American market was made at this event and was extremely well received by the dealers. The global construction machinery industry is undergoing significant transformation, and companies are being called upon to address various challenges, such as diversifying customer needs, accelerating technological innovation and intensifying global competition. In the compact equipment sector specifically, achieving sustainable growth and enhanced competitiveness is expected to require new approaches that transcend traditional frameworks, such as collaboration between full-line manufacturers and companies specializing in compact equipment. Both companies share a commitment to the spirit of Japanese craftsmanship, heritage rooted in a shared dedication to high technological prowess, durability and quality. according to the companies. Building upon this foundation, both companies will now explore potential areas of collaboration in the compact construction equipment business. By leveraging the strengths of Yanmar Compact Equipment, a business unit of Yanmar specializing in compact equipment, alongside the global business infrastructure of Hitachi Construction Machinery in the construction and mining machinery sectors, the companies aim to enhance product competitiveness and deliver greater value to customers. This process is intended to be carried out while maintaining and respecting the uniqueness of each company's brand identity. Both companies also will continue to maintain their independent dealer networks. With a top priority on enhancing value for customers and dealers, both companies will discuss a broad range of collaboration possibilities to contribute to the further development and sustainable growth of the compact equipment business. ## Photos ![Hitachi/LANDCROSS dealers from coast-to-coast converged on entertainment and event venue, Trilith LIVE in Fayetteville, Ga., on July 21 for day one of annual meetings.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-1.jpg) *Photo credit: CEG photo* ![(L-R): Multiquip’s Kie Doster and Jon Anderson discuss their company’s handheld tools, compaction equipment and lighting products with HCMA’s Jeremy Monroe during the Partner Showcase.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-10.jpg) *Photo credit: CEG photo* ![Rototilt Inc.’s Eric Leduc (L) provides an in-depth look at the the RC5 tiltrotator that was spotlighted on the new Zaxis 180W wheeled excavator.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-11.jpg) *Photo credit: CEG photo* ![Strickland MFG touted its attachments and showcased a LANDCROS-painted excavator bucket on the show floor.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-12.jpg) *Photo credit: CEG photo* ![EIK Engineering had an indoor and outdoor exhibit. Outside, its amphibious undercarriage matched with a Hitachi Zaxis 75U – mid-sized excavator – was a unique pairing that drew quite a bit of interest.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-13.jpg) *Photo credit: CEG photo* ![After a long day one, it was time to strike up the band and relax and reflect on the day.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-14.jpg) *Photo credit: CEG photo* ![Attendees packed the Zaxis Finance-sponsored Trilith After Dark party and had a great time enjoying food, beverage and conversation with Hitachi/LANDCROS staffers and dealers.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-15.jpg) *Photo credit: CEG photo* ![Simon Wilson, chief operations officer of Hitachi Construction Machinery Americas, convey a lot of information during the meetings in the company’s complete shift to the LANDCROS name in the next nine months.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-2.jpg) *Photo credit: CEG photo* ![Among the largest group of attendees at the meeting had to be this group of staffers from RECO Equipment based in Belmont, Ohio.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-3.jpg) *Photo credit: CEG photo* ![Exciting new compact products are coming to dealers' locations soon, including this Zaxis 35U–7, which was unveiled in the theater area during presentations.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-4.jpg) *Photo credit: CEG photo* ![(L-R): Jeremy Dieterle, vice president, process and systems; Massayoshi Ota, vice president, mining; and Kyle Fuglesten, vice president, construction, all of Hitachi, provided their in-depth perspective of the transition from Hitachi to LANDCROS.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-5.jpg) *Photo credit: CEG photo* ![LANDCROS introduced its wheeled excavators to the North American market during this event and was extremely well received by the dealers.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-6.jpg) *Photo credit: CEG photo* ![The local Georgia Hitachi/LANDCROS dealer, Cowin Equipment Company, brought ownership and key staffers to the event (L-R) including Andrew Bell, Jamie Cowin, Russ Huber, Will Bice, Matt McGowan and Peter Cowin.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-7.jpg) *Photo credit: CEG photo* ![The Partner Showcase, a vendor and supplier feature of the event, kept Jed Klein (C) of Sourcewell busy discussing the advantages of the membership and ease of handling RFP’s in governmental purchasing.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-8.jpg) *Photo credit: CEG photo* ![(L-R): The HydrauliCircuit Technology (HCT) exhibit was buzzing with interest of hydraulic kits and window guards with HCT’s Greg Hickman, Stephen Wallace and Navin Baliga busy talking with prospects.](https://dmt55mxnkgbz2.cloudfront.net/1205x0_s3-71912-Hitachi-7-21-26-Photo-9.jpg) *Photo credit: CEG photo*