Hitachi Construction Machinery (HCM) has introduced WIXIM, a new brand created specifically to serve the increasingly varied demands of customers in emerging markets. The launch marks a strategic step in the company’s efforts to strengthen its global footprint by offering practical, region-focused OEM solutions backed by its extensive sales and service expertise. WIXIM products will first be rolled out in Southeast Asia, with additional emerging regions expected to follow in phases.
According to HCM, the global construction machinery landscape is becoming more fragmented and competitive. Equipment requirements now differ significantly depending on economic growth stages, infrastructure priorities, environmental conditions, and customer purchasing power. In many developing markets, contractors require reliable, cost-effective machines that are tailored to local applications and operating environments, rather than highly standardised global models.
While HCM’s core portfolio remains centred on hydraulic excavators, dump trucks, and wheel loaders, the WIXIM brand will enable the Group to expand its offering beyond its traditional product range. Through strategic collaborations and OEM partnerships, HCM will introduce machinery that complements its existing lineup, giving dealers and customers access to a wider variety of equipment options. This flexible sourcing and partnership-driven approach is designed to accelerate product availability while maintaining quality oversight.
Crucially, WIXIM products will carry the backing and warranty assurance of Hitachi Construction Machinery. Customers will also benefit from the Group’s established dealer network, which will provide integrated after-sales support including maintenance, technical assistance, and genuine parts supply. By embedding WIXIM within its proven service infrastructure, HCM aims to combine affordability and practicality with dependable lifecycle support—minimising downtime and ensuring long-term value for owners.
The company believes this balance between tailored product offerings and robust after-sales service will be a key differentiator in emerging markets, where equipment uptime and immediate service response are critical to project profitability. Leveraging its global logistics capabilities and regional dealer partnerships, HCM intends to ensure rapid product delivery and efficient support comparable to that provided under the Hitachi Construction Machinery brand.
The launch of WIXIM also comes as HCM prepares for a major corporate evolution. On April 1, 2027, the company will officially change its name to LANDCROS Corporation, with LANDCROS becoming its new brand identity. The “O” in LANDCROS represents “Open,” reflecting the organisation’s commitment to openness, collaboration, and co-creation of new value alongside customers and business partners. HCM describes WIXIM as a practical expression of this philosophy—an initiative built on partnership, flexibility, and shared growth.
The WIXIM name itself symbolises the creation of win-win relationships among all stakeholders, including customers, dealers, and partner manufacturers. By building collaborative supply chains and expanding product accessibility, HCM aims to reach previously untapped segments while strengthening its competitive position in high-growth regions.
Tooru Takatani, Executive Officer and President of HCM’s Global Marketing Group, underlined the strategic importance of the move:
“The diversification of the construction machinery market is accelerating worldwide. To respond quickly to customer needs, we must pursue agile business development that goes beyond conventional frameworks. Through the WIXIM brand, we will expand our portfolio through collaboration with partner companies and enter new markets. By providing a broader range of choices, we aim to achieve sustainable growth together with our customers, dealers, and partners.”
Looking ahead, Hitachi Construction Machinery sees WIXIM not only as a new product brand, but as part of a broader transformation aimed at reshaping how it engages with emerging economies. By combining tailored equipment solutions, strong local partnerships, and a dependable service network, the company intends to play a larger role in supporting infrastructure development and resource industries in fast-growing markets.
Through WIXIM—and its upcoming transition to LANDCROS—HCM is positioning itself to help shape the next generation of construction and mining industries, contributing to economic progress while striving to build a sustainable and prosperous future for communities worldwide.