Hitachi Launches WIXIM Brand for Emerging Markets, Starting in Southeast Asia

Hitachi Construction Machinery has launched a new brand, WIXIM, aimed at emerging markets where demand is splitting across different price points, machine types and jobsite conditions.

Rollout is set to start in Southeast Asia. The company’s core lineup remains hydraulic excavators, dump trucks and wheel loaders, but WIXIM is designed to widen the offer through tie-ups with partner companies, adding products tailored to local applications and customer segments.

Hitachi says WIXIM-branded products will be backed by its own quality assurance, with after-sales support delivered through the Hitachi Construction Machinery Group and its dealer network, covering sales, parts supply and service. The goal is to improve product availability in emerging markets and reduce downtime by using the same support structure currently associated with the Hitachi Construction Machinery brand.

The launch comes ahead of a wider corporate rebrand: Hitachi Construction Machinery is changing its corporate name and brand to “LANDCROS Corporation” and “LANDCROS” on April 1, 2027. The company links WIXIM to its “Open” approach, which it describes as a commitment to

“Openly co-create new businesses and value with our customers and partners, and develop together.”

As Tooru Takatani, Executive Officer, President of the Global Marketing Group of Hitachi Construction Machinery, said.

The new brand will expand the group’s portfolio through collaboration with partner companies and support entry into new markets, offering customers a broader range of options.