{"data":{"news":{"items":[{"title":"Hitachi Construction Machinery rebrands as Landcros","date":"2025-10-31 11:11:33","id":6054,"author":"","blurb":"","blurb_image_uid":"https://dxfpracgmlczp.cloudfront.net/2025/10/1761880510967_HCM_LANDCROS.jpg","blurb_expanded_image_uid":null,"article":"\n\t\n\n\n

Hitachi Construction Machinery (HCM) has announced its transformation and rebranding to Landcros, effective April 2027.

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According to HCM, ‘Landcros’ expresses the company’s determination to deliver innovative solutions to customers around the world in the construction and mining industries. “This evolution builds on our trusted dealer network, the foundation of our success,” it stated. “Together, we will shape a new customer journey that unites AI, data, design and human ingenuity, building a more sustainable world.”

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HCM shared that its vision started to take form with the unveiling of Landcros One at Bauma 2025, a prototype that redefines what a machine can be: autonomous, remotely operated and designed to engage the next generation through intuitive, gamified ergonomics, integrating reliable technology partners into a seamless user experience.

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“We aim to cultivate ‘Landcros’ into a brand that will make our customers feel that they made the right choice when selecting our machinery or services, our shareholders confident about their decision to invest in the company, and our employees feel that their work is meaningful,” said Masafumi Senzaki, HCM president and executive officer, COO.

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Sandvik has introduced a new visual identity, highlighting the company’s commitment to lead the shift towards digitally driven and automated industries. It is also developed to suit the current position of the company as a technology leader enabling improved productivity, efficiency and sustainability for its customers.

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Over the past few years, Sandvik has implemented a new strategy and defined a common purpose. “We make the shift – advancing the world through engineering, This, in combination with fundamental changes like strategic acquisitions and the 2022 listing of business area Sandvik Materials Technology, has reshaped the company and secured a strong foundation for the future,” said Sandvik.

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“Sandvik has in many aspects become a new company in recent years. We have strengthened our world-leading positions through innovation and strategic acquisitions, and we want to continue to build our technology leadership and keep driving productivity and sustainability gains for our customers. Reflecting this, I am very pleased that we reveal a new, modern brand identity and logotype fit for our purpose and strategy,” said Stefan Widing, president and CEO of Sandvik.

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Sandvik also explained that the company is on a path of transformation, building a unique position combining hardware with software and digital solutions in the mining, manufacturing and infrastructure industries, with solutions improving sustainability and productivity for customers on a global scale. A crucial part of this is a focus on collaboration and co-creation to deliver these cutting-edge solutions.

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The updated brand identity represents this new, modern Sandvik, and rests on three core elements – proactive partnerships, forward-thinking solutions and sustainable progress. The logo is inspired by the 1962 Sandvik logo and is a tribute to the company heritage and history. A new symbol is also introduced, intended as the key bearer of the Sandvik brand and the mark of the corporate purpose. It represents ‘progress’ and ‘circularity’, visually summarising the commitment of Sandvik to advance the world through engineering.

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Doosan construction equipment has rebranded as ‘Develon’, effective immediately, announced Hyundai Doosan Infracore (HDI) last Wednesday (18 Jan). The change takes place a year and a half since August 2021 when HDI became a subsidiary of HD Hyundai (formerly Hyundai Heavy Industries Holdings Co).

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According to HDI, Develon is a combination of the words ‘Develop’ and ‘Onwards’. This new brand name conveys the direction of the company to move onwards to the future through innovation and its intention to relentlessly change the world with innovative products and solutions.

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HDI has planned the launch of the new brand since it became a subsidiary of HD Hyundai in August 2021. It aims to take a leap forward to becoming a global top-tier player in the construction equipment industry with the launch of the new brand.

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“Our three construction equipment businesses have already solidified their status as one of the key business pillars of HD Hyundai and have built an unwavering foundation for achieving performance targets and creating synergistic effects among them, amid the rapidly changing global economic environment,” said Cho Young-cheul, CEO of HDI.

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Mr Cho added, “Develon will lead the future market of electrification and automation to spur growth and continue to be a brand of choice for our customers.” With this change of the brand name, the new Develon decal will now be used on HDI’s construction equipment.

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HDI plans to introduce a more detailed brand story and vision by releasing a ‘New Brand Showcase’ through social media by the end of February. It will also unveil equipment with the new brand name Develon at Conexpo-Con/Agg 2023, which will be held in Las Vegas, the US, on 14-18 March.

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Conexpo showcase

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Earlier, HDI announced that its booth at Conexpo-Con/Agg (no: F.9153) will showcase a sampling of the company’s full line of construction equipment, the exclusive transparent bucket for its wheel loaders, a battery-powered engine and several new machines, including the company’s dozer line.

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Cutting-edge technologies such as Concept-X demonstrations, safety features and electrification will be exhibited. There will also be a display of autonomous equipment, the new Smart X-Care fleet management service and the topography-scanning drone Concept-X XiteCloud.

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First exhibited in 2019 with an autonomous Doosan wheel loader and excavator, Concept-X is a smart control solution to tomorrow’s worksites. It can survey worksite topography via 3D drone scanning, establish operational plans based on that data, and operate heavy construction equipment such as excavators, wheel loaders and articulated dump trucks without human intervention.

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The Concept-X technology paves the way to the worksite of the future with equipment-driven construction sites, freeing human personnel to tackle complex data analytics and management tasks.

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The US-based global manufacturer of specialised equipment for asphalt road building, aggregate processing and concrete production, Astec Industries, is launching a new modern look with a rebranding initiative to coincide with its business model. The rebrand includes a new logo, colour palette and website. The launch comes while the organisation streamlines its internal structure and operations to improve efficiency and drive growth.

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The organisation’s former brands - namely Astec Inc, Astec do Brasil, Astec Australia, BMH Systems, Breaker Technology, Carlson Paving, Con-E-Co, Heatec, KPI-JCI and Astec Mobile Screens, Osborn, Peterson, RexCon, Roadtec and Telsmith - will no longer operate as separate subsidiary companies and will all take on the Astec name. This unification is a significant part of the company’s OneAstec business model including its ‘Simplify, Focus and Grow” strategy.

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“We made the decision to unify to make it easier for our dealers and customers to do business with us. By coming together as one organisation, we can offer greater customer service and drive innovation,” said Barry Ruffalo, president and CEO of Astec Industries. “The rebrand enables us to build our strength together under one common name and purpose. We can better leverage our growth as one Astec team rather than individual brands.”

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The new logo represents the company’s purpose – ‘Built to Connect’ – and vision to connect people, processes and products. The new website replaces the previous subsidiary websites. Dealers, customers, suppliers and consumers will now be able to find information about the company, its product offerings and other resources in one location.

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Manitou Group has revealed a new brand dedicated to its attachments, called Manitou Group Attachments. The move is intended to simplify and harmonise its attachments offer for users.

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Now designated under the ‘Manitou Group Attachments’ brand (previously Edge and Manitou), attachments designed in Italy, the US, and India are adapted to the many markets targeted by the group. In particular, the offering addresses agriculture, construction, mining, and logistics applications.

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This single brand will equip the forklifts, telehandlers, compact loaders, articulated loaders, and backhoe loaders manufactured by the group for the three brands: Manitou, Gehl, and MustangbyManitou.

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Wim Roose, global product line manager for attachments at Manitou said, “Our goal is to respond to all of our users’ needs in a more coherent way. Providing a complete solution with quality service and the perfect attachment for their needs is our priority. Thanks to our design office, which is dedicated entirely to attachment design, we are able to respond to all requests, including on the niche markets.”

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The offer is now identifiable with a new logo on all 1,300 references across 17 product categories.

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