Simply Sime

Sime Darby is shortening its name, and henceforth the firm will be simply known as “Sime”. This “reflects the group’s vision for the future and its renewed strategic focus as a pure-play powerhouse in the automotive and industrial equipment segments”.

Its group CEO, Datuk Jeffri Salim Davidson, said “We are especially excited about the vast prospects in Asia Pacific and are focused on better serving stakeholders while establishing a more distinctive identity in the market.”

“I think this is a big…rebrand. We had a lot of debate about this, obviously, but I think the whole point here is Sime Darby has very much changed from what it was.

“We are a progressive multinational in the Asia-Pacific region and we need to change the brand to show that.” 

However, he said the company name Sime Darby Bhd remains. The three businesses operated globally by the Malaysian multinational will henceforth be known as Sime Motors, Sime Industrial and Sime UMW. It is the logo and branding that change.

In line with the rebranding exercise, Sime also introduced its new tagline, “Bridging Opportunities”, which encapsulates its aims of driving growth and creating value.

Founded in 1910, in recent years Sime has sharpened its focus on its core industrial equipment and automotive businesses, successfully streamlining its portfolio through strategic divestments.

Today, it has more than 30,000 employees across 18 countries and territories. The company said its new brand identity will roll out across all Sime operations and touchpoints in the coming months.