Hitachi Construction Machinery Co Ltd has introduced a new brand, WIXIM, aimed at strengthening its presence across emerging markets as customer requirements continue to evolve. The WIXIM brand will focus on delivering practical OEM products designed for specific regional conditions and application needs, leveraging the company’s long-established global sales and service network. Initial rollout is expected to begin in Southeast Asia, marking the first phase of its expansion strategy.
According to the company, differences in economic development stages, application requirements, and customer segments have led to increasingly varied expectations in the construction machinery sector. Its core portfolio currently includes hydraulic excavators, dump trucks, and wheel loaders, but the introduction of the WIXIM brand is intended to broaden that offering. Through collaborations with partner companies, the group plans to diversify its lineup and provide dealers and customers with more tailored equipment options suited to local market demands.
Products under the WIXIM brand will be backed by Hitachi Construction Machinery, with quality standards aligned to regional and operational requirements. The company confirmed that its existing dealer network will manage end-to-end after-sales support, covering everything from product delivery to parts supply. This integrated structure is expected to ensure faster response times, reduce downtime, and maintain service consistency, mirroring the support provided under its primary brand.
Looking ahead, the company has also confirmed a broader corporate transition. It will adopt the name LANDCROS Corporation and rebrand as LANDCROS from April 1, 2027. The change reflects its stated commitment to “openly co-create new businesses and value with our customers and partners, and develop together.” The WIXIM initiative has been positioned as a step aligned with this direction, with its name signalling a focus on building mutually beneficial relationships across stakeholders.
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.”