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.
Our vision is to create richer lives and a better society by providing products, systems, and services with a new level of value and potential based on the latest advances in technology, especially knowledge and information technology.
Our mission is to identify the real needs of society and our customers and to set and achieve goals that surpass those needs. We develop and apply new technology without being bound by traditional thinking. We focus our efforts on the fields of communications and services.
We are willing to venture into new business areas. As a good corporate citizen, our goal is the harmonious coexistence of environmental preservation and economic growth.
The value we intend to foster and build upon is that of a company trusted by customers and society, a company fully responsible for its actions. We offer a wide range of complex systems using our knowledge and technologies to meet specific needs. Our goal is to offer the most complete systems solutions that will work over the long term for society as a whole.
Hitachi intends to be the catalyst for a changing society. As society changes, so will Hitachi.
