Hitachi Launches WIXIM Brand for Emerging Markets

Tokyo, Japan - Hitachi Construction Machinery., a construction machinery manufacturer, has announced the launch of WIXIM, a new brand created for emerging markets, with the first rollout planned in Southeast Asia. The brand will focus on practical OEM construction machinery products tailored to regional needs, operating conditions and customer applications.

WIXIM will help expand its product portfolio beyond its core range of hydraulic excavators, dump trucks and wheel loaders. Through partnerships with other manufacturers, Hitachi Construction Machinery aims to offer dealers and customers a wider choice of machines suited to different price points, market stages and usage requirements.

WIXIM products will be backed by Hitachi Construction Machinery’s quality assurance and supported through the group’s established dealer, parts and after-sales service network. The company said this will help ensure fast product supply, quick service response and reduced machine downtime for customers in emerging markets.

The launch also supports Hitachi Construction Machinery’s upcoming transition to LANDCROS Corporation and the LANDCROS brand from April 1, 2027. The company said WIXIM reflects its “Open” philosophy, which focuses on co-creation with customers, dealers and partner companies.

Mr. Tooru Takatani, Executive Officer and President of the Global Marketing Group, said, “The construction machinery market is becoming more diverse and requires faster, more flexible business development. He added that WIXIM will help the group enter untapped markets, broaden customer options and support sustainable growth.”

WIXIM is positioned as a customer-oriented utility brand, designed to deliver practical value while offering the reliability, service support and peace of mind associated with Hitachi Construction Machinery’s global network.

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