From Hitachi to LANDCROS: Francesco Quaranta outlines the future of the Japanese manufacturer
A new identity, increasingly intuitive technologies, and a strong investment in artificial intelligence. This is the vision presented by Francesco Quaranta, President and CEO of Hitachi Construction Machinery Europe (HCME), at Samoter, where he outlined the path that will lead the company to become LANDCROS starting in April 2027.
A new name, the same reliability
At the heart of Quaranta's speech was the transition from the Hitachi brand to the new LANDDCROS brand, a transformation stemming from the ongoing corporate reorganization. Hitachi is gradually reducing its shareholding in favor of Itochu, a Japanese financial group specializing in long-term strategic investments.
According to the CEO, this move has already accelerated the company's international growth, with significant expansion in the North American market and the opening of new branches in Africa.
To reassure customers and operators of the product's continuity, Quaranta used a simple yet effective metaphor: "If we transfer 50 euros from an envelope with the word Hitachi written on it to one with the word LANDDCROS written on it, the value remains exactly the same." This concept emphasizes how the industrial heritage, Japanese production facilities, and quality standards remain unchanged. Even established models like the ZX135 will continue to retain their name.
Machines Designed Around the Operator
One of the most important themes of the new LANDCROS strategy concerns User Experience. The stated goal is to develop increasingly intuitive machines, capable of adapting to the user's needs rather than requiring extensive training.
"Today, operators expect the same simplicity they find in smartphones," explained Quaranta, highlighting how the shortage of qualified personnel represents one of the main challenges in the sector.
LANDCROS Play, an advanced simulator that analyzes operator movements to identify the most natural and effective control configurations, was created to support this philosophy. The goal is to reduce operational complexity and make machines accessible even to less experienced users.
"It's not the operators' fault if they lack skills, but the manufacturers' fault if they don't make machines simple enough to use," stated the manager.
Factory-Integrated Technology
Among the innovations presented at Samoter, the Factory Integrated Technologies (LANDCROS FIT) program stands out, allowing customers to order machines already equipped with 3D guidance and control systems installed directly at the factory.
The solution integrates technologies developed by partners such as Leica and Trimble, with the benefit of an official warranty extended to the entire system. This "open source" approach allows third-party platforms to communicate directly with the machine's electronics, simplifying both technical support and after-sales management through the dealer network.
LANDCROS Mini: the prototype that looks to the construction site of tomorrow
During the event, the LANDCROS Mini prototype was also showcased, a technological laboratory designed to test solutions developed based on suggestions gathered from operators in the field.
Among the most interesting innovations is a two-way communication system with speakers and directional microphones installed on the bucket, allowing the operator to communicate with ground personnel without opening the window, thus maintaining climate comfort and protection from dust.
In terms of safety, traditional acoustic signals have been complemented by intelligent perimeter LEDs that light up red when a person enters the machine's operating area. The system also indicates the direction from which the potential risk is coming on the on-board monitor.
Particular attention was also paid to ergonomics, with modular control knobs that can be customized to suit the operator's preferences.
Diggy, artificial intelligence for predictive maintenance
One of the most significant moments of the presentation concerned Diggy, the new AI-based assistant developed for predictive maintenance.
Thanks to real-time data transmitted from machines connected to the European monitoring center in Amsterdam, the system can identify potential critical issues four to ten weeks in advance. The information is forwarded to dealers, who can then plan preventative interventions, reduce machine downtime, and optimize service contract management.
Towards 2027
The presentation concluded with a look to the near future. From October, the LANDDCROS Play platform will also be available online in gamified mode, while the transition to the LANDDCROS brand continues.
A change that, according to the company, represents not just a rebranding, but the beginning of a new phase in which digitalization, ease of use, and intelligent services will be increasingly central to the evolution of earthmoving machinery.
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