Shohei Ohtani becomes global brand ambassador for LANDCROS

Hitachi Construction Machinery has named Shohei Ohtani as global brand ambassador for its LANDCROS brand ahead of the company’s planned name change to LANDCROS Corporation on April 1, 2027. The partnership is meant to amplify the rebrand in Japan and overseas as the company targets top-tier industry status by 2030.

Why it matters: - Hitachi Construction Machinery is using one of baseball’s biggest global stars to introduce LANDCROS before its 2027 rebrand. - The appointment is meant to strengthen awareness of the new brand in Japan and overseas. - The company also tied the move to its goal of becoming one of the industry’s top three companies by 2030.

What happened: - Hitachi Construction Machinery announced that Shohei Ohtani has been appointed Global Brand Ambassador for the LANDCROS brand. - The appointment is connected to the company’s planned trade name change to LANDCROS Corporation on April 1, 2027. - The company said the new brand will replace the Hitachi brand that has been used since its founding. - Ohtani said he feels a strong connection with LANDCROS because he has continued taking on new challenges with support from teammates, fans and others.

The details: - Hitachi Construction Machinery develops, manufactures, sells and services hydraulic excavators, wheel loaders, compaction equipment and mining machinery. - LANDCROS is built from “LAND” plus the words “Customer,” “Reliable,” “Open” and “Solutions,” according to Masafumi Senzaki, the company’s president and executive officer. - The company says its internal spirit centers on “Challenge,” “Customer” and “Communication.” - Hitachi Construction Machinery plans to use Ohtani’s global reach to communicate the brand change in Japan and internationally. - The company said the partnership reflects an alignment between LANDCROS’s values and Ohtani’s focus on fundamentals and steady improvement. - Senzaki said the company will continue to build on Japanese craftsmanship, global sales and service capabilities, and co-creation with global partners. - Hitachi Construction Machinery said those strengths will support innovative solutions for customers around the world. - The company’s headquarters are in Tokyo. - Hitachi Construction Machinery is listed on the Tokyo Stock Exchange under ticker 6305. - The company said it has about 25,000 employees worldwide. - Fiscal 2025 consolidated sales revenue was 1,405.5 billion yen, with 84% from overseas sales. - The company also continues to expand value chain businesses including parts and services, remanufacturing, rentals and used equipment. - A special LANDCROS and Shohei Ohtani content page is available here.

Between the lines: - The rebrand appears designed to move the company beyond the legacy Hitachi name and build a standalone identity. - Ohtani gives LANDCROS immediate international recognition at a moment when the company needs broad market visibility. - The messaging centers on trust, reliability and growth, which suggests the company wants the brand change to feel like continuity as well as reinvention.

What's next: - Hitachi Construction Machinery will continue promoting LANDCROS ahead of the April 1, 2027 name change. - The company said it will keep accelerating its growth strategy under the new brand with Ohtani attached to the campaign. - LANDCROS and Hitachi Construction Machinery may share more brand materials through the special content page as the transition nears.

The bottom line: - Ohtani is now the face of a major corporate rebrand, and Hitachi Construction Machinery is betting on his global appeal to make LANDCROS stick before 2027.