Sime Darby Motors, UMW Holdings Rebranded as Sime Motors, Sime UMW

Datuk Jeffri Salim Davidson, group CEO of Sime (second from left) with other execs revealing the rebranded Sime branding recently.

Local conglomerate Sime Darby Berhad underwent a major rebranding effort recently. Through which, both its Sime Darby Motors and UMW Holdings subsidiary will also undergo name changes and are now known as Sime Motors and Sime UMW respectively.

As a refresher, the combined portfolio of automotive brands under the newly renamed Sime Motors and Sime UMW entities stands as the largest of its kind in the local market. The latter was fully acquired by the former following an initial 61.18% stake purchase back in Dec 2023.

The move reflects “its renewed strategic focus as a pure-play powerhouse in the automotive and industrial equipment segments”, says the now rebranded Sime parent firm. The change also introduces a new “Bridging Opportunities” tagline, plus a new and modern corporate logo.

The new Sime branding and identity (left) will be rolled out to other operations and touchpoints - Sime Darby Motors and UMW Holdings included - in the coming months.

With the latter, Sime says the new look honours its rich legacy whilst embracing a future-focused aesthetic. Sime also says this new identity will be rolled out and applied gradually across all its 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,” adds Datuk Jeffri Salim Davidson, group CEO of Sime, during the official unveiling of the firm’s new identity.

The exec also emphasised that this transformation would enable Sime to better serve its stakeholders whilst also establishing a more distinct identity and presence in the market.