Kuala Lumpur, Malaysia – Sime Derby Berhad has announced its rebrand as Sime in order 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.
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.
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.
Moreover, the new brand identity will be progressively rolled out across all Sime operations and touchpoints in the coming months.
Dato’ Jeffri Salim Davidson, group chief executive officer at 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.”
He added, “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.”
Dato’ Jeffri also stressed that the refreshed visual identity reflects their journey of transformation, featuring a modern design that honours Sime’s rich legacy while embracing a bold, future-focused aesthetic. Moreover, 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.
