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What does the Hitachi Group promise to our shareholders?
In March, 1999, Hitachi, Ltd., was confronting a grave crisis with severe financial deficits. To confront these difficult business conditions, management sought to move forward by uniting the Hitachi Group into a single-minded company, and strived to create a competitive edge by seeking how to differentiate Hitachi from other companies. One important policy related to these efforts was the formation of a brand creation project, resulting in the establishment of a message, the "Hitachi Brand Platform", that could be consistently communicated by all Hitachi Group employees.
The "Hitachi Brand Platform" has been created not only for our customers but is also established to listen to the voice of our competitors' customers, making them think, "So, that's what Hitachi is striving for." At the same time, management and rank-and-file employees were surveyed so that an image of "How would you like to see Hitachi become?" could be thoroughly refined, and, as a result, the core identity of the Hitachi Group emerged. It is an identity based on Hitachi's DNA of "Trust" and "Technical Capability" built up over many years, and one that expresses our commitment to being a catalyst for a changing society and continually challenging ourselves to discover new value and possibilities.