Hitachi Construction Machinery Co., Ltd. (President and Executive Officer: Masafumi Senzaki; “Hitachi Construction Machinery”) announces the establishment of the new “WIXIM” brand for emerging markets to address increasingly diverse customer needs. WIXIM will be positioned as a brand that offers highly practical OEM products tailored to specific regions and applications in emerging markets based on the robust sales and service system cultivated by the Hitachi Construction Machinery Group over many years. The company plans to start rolling out the new brand in the Southeast Asian region.
In the construction machinery market, the required price ranges, product types, and operating environments are diversified by the regional stages of economic development, specific applications, and customer segments. While Hitachi Construction Machinery’s main products consist of hydraulic excavators, dump trucks, and wheel loaders, the company will expand its product lineup through tie-ups with partner companies and offer a wider range of choices to dealers and customers to address these diversifying customer needs.
WIXIM brand products will be guaranteed by Hitachi Construction Machinery, ensuring quality tailored to regional and application needs, while the Hitachi Construction Machinery Group and its dealers will provide integrated after-sales services ranging from sales to parts supply. This will enable the company to promptly supply the products demanded by emerging markets while also ensuring a rapid initial response and minimizing downtime through the Group’s extensive sales and service network, as it does with the Hitachi Construction Machinery brand, to provide value that allows customers to continue using its products with confidence.
Hitachi Construction Machinery will change its corporate name and brand to “LANDCROS Corporation” and “LANDCROS” on April 1, 2027. The letter “O” in the new brand name stands for “Open” and reflects the company’s commitment to “openly co-create new businesses and value with our customers and partners, and develop together.” The launch of the WIXIM brand is one initiative that specifically embodies this “Open” philosophy. The “WIXIM” brand name expresses the intention to build win-win relationships with all stakeholders including customers, dealers, and partner companies to grow together.
Comment from Tooru Takatani, Executive Officer, President of the Global Marketing Group of Hitachi Construction Machinery
The diversification of the construction machinery market is accelerating, and rapid business development that is free from conventional constraints is essential to quickly respond to customer needs. The WIXIM brand will expand the product portfolio of the Hitachi Construction Machinery Group through collaboration with partner companies and enable us to enter untapped markets. Through this new brand, we will offer customers a more diverse range of options and achieve sustainable growth together.
Together with our customers, dealers, and partner companies, the Hitachi Construction Machinery Group aims to create the construction and mining industries of the future that will support people and society to help build a prosperous society that future generations can be proud of.
Definition of the WIXIM brand
WIXIM is a “Customer-oriented Utility Brand” that delivers the practical value customers are looking for. WIXIM is one solution based on the “Open” approach emphasized by the company that builds win-win relationships with customers, dealers, and suppliers. Leveraging Hitachi Construction Machinery’s sales and service network, WIXIM will provide customers with the same level of reliability and peace of mind as the LANDCROS brand.
