Simply Sime – NZ Autocar [Video]

Sime Darby is shortening its name, and henceforth the firm will be simply known as “Sime”. This “reflects the group’s vision for the future and its renewed strategic focus as a pure-play powerhouse in the automotive and industrial equipment segments”.

Its group CEO, Datuk Jeffri Salim Davidson, said “We are especially excited about the vast prospects in Asia Pacific and are focused on better serving stakeholders while establishing a more distinctive identity in the market.”

“I think this is a big…rebrand. We had a lot of debate about this, obviously, but I think the whole point here is Sime Darby has very much changed from what it was.

“We are a progressive multinational in the Asia-Pacific region and we need to change the brand to show that.” 

However, he said the company name Sime Darby Bhd remains. The three businesses operated globally by the Malaysian multinational will henceforth be known …