Inside the Secret Strategy to Rebrand a Global Machinery Giant

How do you rebrand one of the most respected names in heavy equipment without losing the trust of a generation of customers? For Simon Wilson and the Hitachi team, the answer wasn't a quick fix. It was a two-year journey, a new philosophy, and a whole lot of honest conversationsIn this episode, host Jay Lucas sits down with Simon Wilson, Chief Operations Officer of Hitachi Construction Machinery Americas, to get the inside story on the company’s historic transition to LANDCROS.Simon takes us behind the curtain of a rebrand that has been years in the making. He shares what it felt like to build a team from scratch after the amicable “divorce” from the John Deere joint venture, why the new name “LANDCROS” was chosen, and how the company is navigating the emotional weight of changing a brand that customers have trusted for generations. But this isn’t just a story about a new decal. Simon explains how this rebrand is a reflection of a much bigger philosophical shift, moving from being a hardware company to a solutions provider that embraces technology, data, and partnerships.They discuss the challenges of growing a team from 40 to over 200 people in just a few years, the importance of giving dealers and customers time to process the change, and the surprising reception the rebrand has received from the industry. Simon also offers a masterclass in leadership, sharing the lessons he’s learned about empowering people, keeping the team’s eyes on a horizon that’s “just out of sight,” and why the heavy equipment industry is more exciting now than ever before.If you’re interested in brand strategy, organizational transformation, or what it takes to lead through massive change, this episode is for you. Let’s dive in!In This Episode:[00:00:00] Introduction and show welcome[00:00:46] Meet Simon Wilson[00:01:26] LANDCROS rebrand and why it matters[00:04:31] Simon Wilson’s career journey in heavy equipment[00:11:32] How he joined the Hitachi rebuild effort[00:15:58] Building the business from a small team[00:22:06] The history of the John Deere and Hitachi partnership[00:24:48] Itochu’s role in the company’s future[00:30:18] The emotional side of a brand change[00:45:33] Shift from machinery company to solutions provider[00:54:05] What “LANDCROS” stands for[01:02:09] What the rebrand means for customers and dealers[01:10:56] LANDCROS Connect and fleet management[01:15:20] Intelligent machines and automation[01:20:16] Leadership lessons from building the company[01:23:38] What excites Simon about the industry’s future Our GuestSimon Wilson is the Chief Operations Officer of Hitachi Construction Machinery Americas. With nearly 30 years in the heavy equipment industry, Simon has held leadership roles across OEMs (CNH) and major dealer groups (Titan Machinery), giving him a unique, 360-degree perspective on the business. He now leads the charge in transforming Hitachi’s North American operations and guiding the organization through its historic rebrand to LANDCROS.Resources and LinksHeavy Hitters Podcasthttps://podcasts.apple.com/ca/podcast/heavy-hitters-built-to-last-strategic-insights-from/id1847968841Jay LucasWebsite: https://reputablerecruiting.com/Linkedin: https://www.linkedin.com/in/jaylucas/Simon WilsonLinkedin: https://www.linkedin.com/in/simon-wilson-45339820/