Hitachi Construction Machinery establishes new WIXIM brand for emerging markets

Hitachi Construction Machinery Co Ltd has announced 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.

HCM: “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 minimising 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 it says 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.

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.”