Sime Darby rebrands to 'Sime' as it focuses on automative and industrial sectors

Sime Darby has rebranded itself as "Sime" to reflect its strategic focus on the automotive and industrial equipment sectors. This move forms part of the company’s ongoing transformation strategy.

The new brand identity comes with the tagline "Bridging Opportunities," which the company claims encapsulate its aim to foster growth and sustainable value in markets across the Asia Pacific region. Sime asserts that this rebranding aligns with its mission of delivering high-quality products and solutions.

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"For over 100 years, we have adapted time and time again to shifting market dynamics, and this evolution of our brand stands testament to our agility and resilience. We are especially excited about the vast prospects in Asia Pacific, where we are at the heart of enormous growth potential. This transformation enables Sime to better serve our stakeholders while establishing a more distinctive identity in the market," said Jeffri Salim Davidson, group chief executive officer of Sime said.

"This transformation enables Sime to better serve our stakeholders while establishing a more distinctive identity in the market," he added. 

“Our new identity befits our purpose of bringing the best products and solutions to enable Asia Pacific to move and to develop. It also brings forth our personality as a brand. As a reliable partner backed by a legacy of trust spanning more than a century, we combine deep market insights with innovative solutions. Our thoughtful approach ensures we remain responsive to the needs of our people, local communities and the environment, while working collaboratively with our partners to drive sustainable growth and win together,” said Dato’ Jeffri.

Since its founding in 1910, Sime has concentrated its efforts on automotive and industrial equipment businesses. The company reports having over 30,000 employees across 18 countries and territories and aims to maintain leadership in these domains.

According to the company, the refreshed visual identity features a modern design that honors Sime’s legacy while adopting a future-focused aesthetic. The brand mark reportedly symbolises mobility and innovation, reflecting Sime's ambitions within the Asia Pacific.

“The refreshed visual identity reflects our journey of transformation, featuring a modern design that honours Sime’s rich legacy while embracing a bold, future-focused aesthetic. The new brand mark symbolises mobility and innovation, embodying the company's role as a catalyst for progress across the Asia Pacific region," said Davidson.

"This rebranding embodies who we are today and our bold aspirations for the future. By leveraging our century-long legacy and unwavering commitment to excellence, we will continue to bridge opportunities to drive innovation and unlock value for our stakeholders," he added. 

The rebranding was inaugurated at an event attended by stakeholders, partners, and employees, which featured an exhibition highlighting the company's history.

Sime announced that the new brand identity will be gradually rolled out across all operations and touchpoints over the coming months.

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