Sime Darby is now Sime. Time to celebrate this rebranding.
Sime Darby Berhad, now rebranded as Sime, has unveiled a refreshed identity as part of its ongoing transformation journey. This evolution marks the company’s commitment to becoming a pure-play leader in the automotive and industrial equipment sectors, further cementing its role as a key driver of growth and innovation across the Asia Pacific region.
With a legacy spanning over a century, the rebranding reflects Sime’s renewed strategic focus and its vision to bring the best products and solutions to empower regional development. The new tagline, “Bridging Opportunities,” encapsulates Sime’s mission of creating sustainable value and fostering growth in some of the world’s most dynamic markets.
A Vision for the Future
Speaking at the launch, Dato’ Jeffri Salim Davidson, Group Chief Executive Officer, highlighted the agility and resilience that have defined Sime’s history.
“For over 100 years, we have adapted to shifting market dynamics. This evolution of our brand is a testament to that adaptability,” said Dato’ Jeffri. “Asia Pacific presents vast opportunities for growth, and Sime is uniquely positioned to harness this potential while continuing to deliver excellence to our stakeholders.”
The refreshed brand aligns with Sime’s purpose of enabling movement and development across the region by leveraging its innovative solutions and deep market insights. With over 30,000 employees across 18 countries, Sime remains a trusted partner that prioritizes collaboration, sustainability, and responsiveness to local and global needs.
A Legacy of Transformation
Founded in 1910, Sime has undergone significant changes over the decades. In recent years, the company has sharpened its focus on its core businesses, strategically streamlining its portfolio to prioritize industrial equipment and automotive ventures. This deliberate pivot reflects Sime’s ambition to stay at the forefront of its industries, ready to seize new opportunities while building on its resilient and enterprising spirit.
New Brand Identity: A Symbol of Progress
Sime’s new visual identity features a modern design that bridges its rich heritage with a bold, forward-looking aesthetic. The updated brand mark symbolizes mobility and innovation, encapsulating Sime’s role as a catalyst for progress across the Asia Pacific region.
“Our new identity represents who we are today and our aspirations for the future,” Dato’ Jeffri explained. “It showcases our commitment to leveraging a century-long legacy of trust and excellence to drive innovation and unlock value for our stakeholders.”Looking Ahead
As Sime rolls out its refreshed identity across its operations in the coming months, the company aims to underscore its commitment to delivering sustainable growth. By fostering innovation and strengthening partnerships, Sime is poised to play a pivotal role in shaping the future of mobility and industrial solutions in the Asia Pacific region.
The rebranding launch event celebrated this transformation, bringing together key stakeholders, partners, and employees. Attendees explored an experiential exhibition that highlighted Sime’s evolution and its bold vision for the future.
