Sime Darby Berhad (Sime) has reached a pivotal milestone in its evolution by unveiling a refreshed brand identity. The Group has officially adopted the name “Sime,” signaling its transformation into a focused leader in the automotive and industrial equipment sectors. This change reflects Sime’s commitment to driving progress in Asia Pacific through innovative solutions and sustainable practices.
The new brand embodies Sime’s purpose: to deliver exceptional products and solutions that enable the region to move forward and thrive. Alongside this rebranding, the company introduced its tagline, “Bridging Opportunities,” which underscores its role in fostering growth and creating value across some of the world’s most dynamic markets.
Dato’ Jeffri Salim Davidson, Group Chief Executive Officer, emphasized the significance of the transformation. “For over a century, we have demonstrated resilience and adaptability in response to evolving market landscapes. This rebranding highlights our agility and positions Sime as a forward-thinking leader in the Asia Pacific region. Our refreshed identity underscores our commitment to stakeholders by presenting a distinct market presence aligned with our purpose,” he said.
Dato’ Jeffri added that the new brand represents Sime’s personality as a trusted, reliable partner with deep market insights and a legacy of innovation. “We are driven by a thoughtful approach that balances the needs of people, communities, and the environment. Together with our partners, we aim to drive sustainable growth and win collectively.”
Founded in 1910, Sime has continually adapted to meet changing market demands. In recent years, the Group has refined its focus, consolidating its portfolio to concentrate on its core businesses. With over 30,000 employees across 18 countries and territories, Sime is poised to harness its rich heritage and capitalize on emerging opportunities in its industries.
The revitalized brand features a sleek, modern design that honors Sime’s legacy while embracing a forward-looking aesthetic. The new logo represents innovation and mobility, reflecting the company’s role as a catalyst for progress in Asia Pacific.
“This transformation reflects not just who we are today but also the bold aspirations we have for the future,” said Dato’ Jeffri. “By leveraging our century-long legacy and commitment to excellence, we will continue to bridge opportunities, driving innovation and delivering value for our stakeholders.”
The rebranding event brought together stakeholders, partners, and employees, celebrating Sime’s evolution through an immersive exhibition showcasing its rich history and ongoing journey. The updated brand identity will roll out progressively across Sime’s operations and touchpoints in the coming months.
