Sime Darby unveils new brand Identity, embarking on next chapter as “Sime”

KUALA LUMPUR:  Sime Darby Berhad, a long-standing name in Malaysia's corporate landscape, has unveiled a refreshed brand identity as it transitions to the streamlined moniker, "Sime."

Photo from SIME

The rebranding marks a pivotal moment in the company's evolution, sharpening its focus on its core operations in the automotive and industrial equipment sectors.

This transformation aligns with Sime’s strategic vision to position itself as a leader in Asia Pacific’s most dynamic markets.

The Group’s new tagline, “Bridging Opportunities,” reflects its commitment to driving growth and creating value across the region through innovative solutions and sustainable practices.

Speaking at the unveiling, Dato' Jeffri Salim Davidson, Group Chief Executive Officer of Sime, highlighted the company’s enduring ability to adapt to changing market demands.

“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,” he stated.

Photo from SIME

He emphasized that the rebranding captures the essence of Sime’s purpose: “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.”

The rebranding reflects not just a change in name but a broader evolution of Sime’s identity. The Group’s streamlined focus on its automotive and industrial equipment businesses has been achieved through strategic divestments in recent years, allowing it to solidify its position in these key industries.

A Bold New Look for the Future

The updated visual identity represents a blend of the company’s heritage and its forward-looking aspirations. The new logo design is described as modern and symbolic of mobility and innovation, aligning with Sime’s role as a catalyst for progress in Asia Pacific.

“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.

Photo from SIME

Celebrating Transformation

The launch event, attended by employees, partners, and stakeholders, featured an exhibition chronicling Sime’s journey from its inception in 1910 to its current position as a leader in its fields.

The company, which employs over 30,000 people across 18 countries, plans to roll out the new identity across its operations and customer touchpoints in the coming months.

As Sime embarks on this next chapter, it reaffirms its role as a trusted partner in the region, driven by a vision of sustainable growth and a legacy of resilience.

Sime Motors operates a diverse portfolio of automotive brands, showcasing its extensive reach in the automotive industry across various markets.

Among the luxury segment, Sime represents BMW, a globally renowned brand known for its premium vehicles, exceptional driving dynamics, and cutting-edge technology. Adding to the prestige is Rolls-Royce, a symbol of ultimate luxury and bespoke craftsmanship.

In the mass-market segment, Sime Motors brings brands like Hyundai, Mazda, and Kia, each offering innovative designs, fuel efficiency, and advanced features catering to a broad customer base. These brands are pivotal in meeting the demands of everyday drivers looking for reliable and stylish vehicles.

For enthusiasts of high-performance sports cars, Sime represents Porsche, a brand synonymous with engineering precision and thrilling performance. Sime Motors has also expanded its portfolio with Chery, by going into a partnership for Chery vehicles to be assembled in Malaysia.

The company is also embracing the electric vehicle revolution by including BYD, one of the leaders in EV technology. These brands reflect Sime's commitment to sustainability and the future of mobility.

Collectively, these partnerships showcase Sime Motors’ dedication to catering to a wide array of automotive needs while staying ahead in an evolving industry.

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