Sime Darby Unveils Refreshed Brand Identity.

Marking a significant milestone in its transformation journey, Sime Darby Berhad (Sime) today unveiled its refreshed brand, transitioning to “Sime” to reflect the Group’s vision for the future and its renewed strategic focus as a pure-play powerhouse in the automotive and industrial equipment segments.

This evolution resonates with the Group’s new purpose of bringing the best products and solutions to enable Asia Pacific to move and develop. In line with this, Sime also introduced its new tagline, “Bridging Opportunities”, encapsulating its leading role in driving growth and creating sustainable value across the region’s most dynamic markets.

Dato’ Jeffri Salim Davidson, Group Chief Executive Officer of Sime, said, “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.

“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 consistently evolved. In recent years, the Group has sharpened its focus on its core industrial equipment and automotive businesses, successfully streamlining its portfolio through strategic divestments. Today, with more than 30,000 dedicated employees across 18 countries and territories, Sime stands at the forefront of its industries, ready to seize new opportunities while building upon its legacy of resilience and enterprising spirit.

“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.

“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,” added Dato’ Jeffri.

The rebranding launch brought together key stakeholders, partners and employees in a celebration of the Group’s transformation. The event also featured an experiential exhibition highlighting Sime’s evolution throughout the years.

The new brand identity will be progressively rolled out across all Sime operations and touchpoints in the coming months.