Sime Darby Motors becomes Sime Motors following group’s rebranding – UMW now known as Sime UMW

Last week, Sime Darby announced that it had rebranded itself to Sime. The trading conglomerate said the move to do so reflects its evolution and “its renewed strategic focus as a pure-play powerhouse in the automotive and industrial equipment segments.”

As part of the exercise, Sime Darby Motors will now be known as Sime Motors, while wholly-owned subsidiary UMW Holdings, which was fully acquired by Sime in March this year following the initial purchase of a 61.18% stake in December 2023, is now known as Sime UMW.

The change also introduces a new tagline, “Bridging Opportunities,” as well as a new corporate logo, the latter a modern design brand mark that Sime says honours its rich legacy while embracing a bold, future-focused aesthetic. The company said the new brand identity will be progressively rolled out across all Sime operations and touchpoints in the coming months.

“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,” said Datuk Jeffri Salim Davidson, group CEO of Sime.

“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.

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Learn more: Sime Darby Motors