Sime Darby Berhad is now officially rebranded as “Sime”, a move the company said signals its vision for the future with a renewed focus “as a pure-play powerhouse in the automotive and industrial equipment segments” in the Asia Pacific region.
As part of the rebranding exercise, Sime Darby Motors will now be known as Sime Motors, while UMW Holdings, which the company fully acquired earlier this year, will now be known as UMW Sime.
Alongside the new name, Sime has also introduced a new modernised logo, and new tagline, “Bridging Opportunities”. The company says that its new tagline emphasises the company’s role as a connector, facilitating growth and development by providing access to essential resources, technologies, and expertise across the Asia Pacific region, with over 30,000 employees across 18 countries.
Locally, Sime Motors represents JLR, Ford, Hyundai, BYD, and Porsche, while also serving as an authorised dealer for BMW, MINI, and Volvo.
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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,” said Sime Group Chief Executive Officer, Dato’ Jeffri Salim Davidson.
“We are excited about the vast prospects in Asia Pacific. This transformation enables Sime to better serve our stakeholders while establishing a more distinctive identity,” Dato’ Jeffri added.
This rebranding marks a new chapter for Sime and will be progressively rolled out across all operations in the coming months.
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