Hitachi to pursue rental market in North America

By Belinda Smart24 August 2021

Japanese manufacturer Hitachi Construction Machinery will pursue growth in the Americas rental market under its own brand following the ending of its joint venture with US-based John Deere in the region.

Hitachi said it will continue to expand the Arizona-based ACME wholesale rental business in which it first invested in 2018 and after February 2022 - when the JV with Deere ends - it will add dealer-rental operations under the ‘Premium Rental’ brand that its dealers also use in Europe.

Hitachi ZX210LC-6 excavator

ACME is already operating a wholesale rental business in North America with Hitachi excavators. In the future – according to materials released as part of the Deere announcement - ACME will expand the wholesale rental business with both rental company customers and Hitachi dealers.

In addition, Hitachi will supply machines directly to its dealers in North America to create the Premium Rental service. These dealers will also offer used equipment through a ‘Premium Used’ business.

ACME recently sold its aerial platform rental business to United Rentals - see story here.

It is not clear if the Premium Rental service will be offered by dealers only in North America or throughout the Americas.

Hitachi said; “Going forward, in addition to expanding ACME’s transactions with regional and national rental companies, we will expand Hitachi Construction Machinery’s unique rental business in cooperation with its dealer network.”

On 23 August Hitachi and Deere announced that their joint venture had come to an end. The JV had encompassed manufacturing and marketing agreements including the manufacture and selling of Hitachi construction equipment in the Americas under the Deere brand.

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