Hitachi Construction Machinery

Campaign Diaries

Japan

Hitachi Construction Machinery to Pursue $6 Billion Strategy with Shohei Ohtani as Brand Ambassador

Brand: Hitachi Construction Machinery

Campaign: LANDCROS Global Brand Ambassador Launch

Source: https://www.advertimes.com/20260804/article552866/

Goal: To establish the new brand LANDCROS globally and become a top three industry player by 2030

Claim: Through open partnerships, we co-create new value

Media: Advertising and promotions

Summary: Hitachi Construction Machinery announced on August 4 that it has appointed MLB player Shohei Ohtani as the global brand ambassador for its new corporate brand, LANDCROS. This marks the first time the company has signed a personal brand ambassador contract with a sports figure. The company plans to change its name to LANDCROS Corporation by April 1, 2027, transitioning from the Hitachi brand. With Ohtani's influence, the company aims to cement its new brand in both domestic and international markets while enhancing employee unity and recruiting efforts. Hitachi Construction Machinery aims to be in the top three globally by 2030, targeting significant revenue growth across several key business areas, including North America and Latin America.

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