KUALA LUMPUR: Sime Darby Bhd has rebranded as "Sime" to reflect its future vision and renewed focus on the automotive and industrial equipment sectors.
The rebranding aligns with the group's new purpose of bringing the best products and solutions to enable its Asia Pacific operations to move and develop.
Its official name, however, remains Sime Darby Bhd.
In line with this, Sime introduced its new tagline, "Bridging Opportunities," reflecting its focus on growth and value in the region's markets.
The new brand identity will be progressively rolled out across all Sime operations and touchpoints in the coming months.
Sime group chief executive officer Datuk Jeffri Salim Davidson said for over 100 years, the group has continually adapted to shifting market dynamics, and this brand evolution is a testament to its 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 said at the rebranding here today.
According to Jeffri, the group's new identity reflects its purpose of providing top products and solutions to support growth in the Asia-Pacific region and highlights its brand personality.
He added 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.
"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," he noted.
Since its founding in 1910, Sime has continually adapted.
In recent years, the group focused more on its core industrial equipment and automotive businesses, simplifying its portfolio through strategic divestments.
With over 30,000 employees across 18 countries, Sime is positioned to explore new opportunities while building on its history of resilience and innovation.