Sime Darby Rebrands as Sime – A Century of Evolution, A Future of Opportunities

By The Malketeer

Bold Transformation Signals a New Chapter for the Industry Powerhouse

Sime Darby Bhd, the Malaysian multinational with deep roots in automotive and industrial equipment, has taken a significant leap into the future by rebranding itself as Sime.

This evolution is more than a name change; it encapsulates a refined strategic focus and a renewed sense of purpose aimed at advancing growth across the Asia Pacific.

With its updated tagline, “Bridging Opportunities,” Sime reaffirms its commitment to serving as a conduit for innovation and sustainable development.

Legacy Meets Future: The Birth of Sime

From its founding in 1910, Sime has been synonymous with resilience and adaptability, weathering market shifts and industry changes with agility.

Now, as a pure-play leader in the automotive and industrial sectors, the Group’s refreshed identity serves as a testament to its enduring spirit.

Dato’ Jeffri Salim Davidson, Sime Group CEO, stated: “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.”

This rebranding not only honours Sime’s century-old legacy but also reflects its ambition to leverage a modern, forward-looking approach.

The new visual identity boasts a sleek design symbolising  mobility and innovation, embodying the company’s role as a catalyst for regional progress.

A Purpose-Driven Pathway

At the heart of Sime’s transformation is its newly articulated purpose: to deliver the best products and solutions that enable Asia Pacific to move and develop.

The tagline, “Bridging Opportunities,” encapsulates this mission, positioning Sime as a proactive partner in the region’s dynamic landscape.

“Our new identity befits our purpose of bringing the best products and solutions to enable Asia Pacific to move and to develop,” said Jeffri Salim.

“It also brings forth our personality as a brand—a reliable partner backed by over a century of trust.”

This reliability is supported by Sime’s vast workforce of over 30,000 employees across 18 countries and territories.

The company’s strategy integrates deep market insights with innovative solutions, ensuring responsiveness to stakeholders and communities alike.

Driving Sustainable Value

Sustainability is embedded in Sime’s new direction.

Jeffri Salim highlighted the Group’s commitment to sustainable growth, noting: “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.”

This comprehensive approach aligns with the Group’s strategic divestments and streamlining of its portfolio in recent years, reinforcing its core strengths in automotive and industrial equipment.

Showcasing Change: The Rebranding Event

To mark the unveiling, Sime hosted an event that brought together key stakeholders, partners, and employees in celebration of its renewed journey.

An experiential exhibition traced Sime’s transformation from its early days to its current status as an industry front-runner.

The new brand mark, symbolising Sime’s commitment to progress, was highlighted, embodying the balance between tradition and innovation.

“This rebranding embodies who we are today and our bold aspirations for the future,” Jeffri Salim concluded.

“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.”

A Future Unfolding

The rollout of Sime’s new identity will extend across its operations and customer touchpoints in the coming months.

As the Group embarks on this exciting chapter, its refreshed brand serves as a beacon of ambition and adaptability, illustrating a narrative where past lessons meet future possibilities.

Through “Bridging Opportunities,” Sime not only sets the stage for its growth but also strengthens its resolve to act as a linchpin for regional progress in the fast-evolving Asia Pacific market.