In a bold move to redefine its identity while reinforcing its legacy, Hitachi has unveiled a new brand narrative centered around what it calls “The Reliable Orange” — a phrase the company says captures the essence of its machinery and its relationship with customers.
According to the announcement, “The Reliable Orange” is more than a slogan. It represents a commitment to durability, efficiency, and industry-leading technology — qualities that operators across construction and heavy industries depend on daily. The company emphasized that while customers may give their machines personal nicknames — from “friend” to “partner,” or even “Bertha” — the underlying promise remains consistent: reliability.
As part of the campaign, Hitachi highlighted one of its flagship machines, the ZX210-7 excavator, as a prime example. Designed with flexibility in mind, the ZX210-7 offers multiple configurations, including mono or two-piece booms and various undercarriage options, allowing it to adapt to a wide range of job site demands. Company representatives noted that this adaptability is what makes the machine feel like a dependable partner on the ground.
The messaging leans heavily into emotional connection, portraying machinery not just as tools, but as trusted companions that deliver uptime and performance when it matters most.
In a surprising twist, the company also revealed a major rebranding initiative. Beginning in April 2027, Hitachi will transition to a new name: LANDCROS. The change signals a forward-looking shift while maintaining the core values embodied in “The Reliable Orange.”
Industry analysts suggest the rebrand could mark a new chapter for the company as it seeks to modernize its image and strengthen its global positioning. For customers, however, the message is clear: no matter what you call your machine, the reliability behind it remains unchanged.
