Company reveals rebrand

Sime Derby Berhad has announced it is rebranding itself as Sime to reflect the multinational group’s future vision and renewed focus on the automotive and industrial equipment markets.

The new brand identity and its fresh tagline, “Bridging Opportunities”, will be rolled out across all Sime operations and touchpoints across Asia Pacific over the coming months.

The global trading and logistics group has its headquarters in Malaysia and the change, which was announced on November 15, means its operation here is now called Sime Motors NZ.

In New Zealand, the group employs 1,200 people and imports, distributes, sells and services a range of truck, transport and passenger vehicle brands. It also offers used vehicles and leasing solutions. 

Sime Motors NZ says in a LinkedIn post that it is excited to share its new identity with the world. 

“On Friday, our New Zealand teams were among 30,000 employees in 18 countries to discover the refreshed brand for our global group,” it adds. 

“Our new name acts as a bridge between our 100-year history and a new era focused on bringing the best products and solutions to help New Zealand and the wider Asia Pacific region move and develop.”

Sime was founded in 1910, is listed on the Bursa Malaysia and partners with more than 60 automotive and industrial equipment brands. It has three business operations, which are now known as Sime Industrial, Sime Motors and Sime UMW.

Jeffri Salim Davidson, group chief executive officer, says: “For over 100 years, we have adapted time and time again to shifting market dynamics, and this evolution of our brand stands testament to our 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.”