en.Wedoany.com Reported - Hitachi Construction Machinery Japan Co., Ltd. has announced the creation of WIXIM, a new brand aimed at emerging markets. Leveraging the sales and service network built by the Hitachi Construction Machinery Group over many years, WIXIM offers highly practical OEM products tailored to specific regions and work applications. The company plans to launch the brand initially in Southeast Asia.

Hitachi Construction Machinery Japan stated that in the construction machinery market, the required price ranges, product types, and working environments are becoming increasingly diverse due to differences in regional economic development stages, specific applications, and customer segmentation. While the company's main products are hydraulic excavators, dump trucks, and wheel loaders, it will further respond to diverse needs by expanding its product lineup in collaboration with partners, providing dealers and customers with a wider range of choices.

WIXIM brand products will be backed by Hitachi Construction Machinery Japan’s quality assurance, ensuring quality suitable for regional and application requirements. At the same time, the Hitachi Construction Machinery Group and its dealers will provide integrated after-sales service—from sales to spare parts supply—delivering the products needed in emerging markets promptly. Utilizing the Group’s widespread sales and service network, a quick response will be ensured to minimize downtime.

Tōru Takaya, Executive Officer and Head of Global Marketing at Hitachi Construction Machinery Japan, stated, “The diversification of the construction machinery market is accelerating. To respond quickly to customer needs, we must break away from traditional frameworks and move business forward nimbly. Through collaboration with partners, the WIXIM brand will expand the Hitachi Construction Machinery Group's product lineup, allowing us to enter markets we have not yet ventured into.” Hitachi Construction Machinery Japan will change its corporate and brand names to LANDCROS Corporation and LANDCROS, respectively, on April 1, 2027.

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