Sime Darby rebrands as Sime

The new logo of Sime Group. (Photo: Sime Group)

Malaysia-based industrial business Sime Darby has announced a rebrand across all of its operations. 

The rebrand will see the company become known as Sime under the new tagline of “Bridging Opportunities”, a move it says reflects its vision for the future and “renewed strategic focus as a pure-play powerhouse in the automotive and industrial equipment segments.”

The company, which owns Australian rental firm Onsite Rental Group, said it will progressively roll the rebrand out across all of its operations and touchpoints in the coming months.

Dato’ Jeffri Salim Davidson, Group chief executive officer, Sime, said the transformation enables Sime to better serve its stakeholders while establishing a more distinctive identity in the market.

He said, “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.”

He added that the refreshed visual identity reflects the company’s journey of transformation while alsoembracing a bold, future-focused aesthetic. 

“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 said.