Sumitomo Rubber expands its Dunlop portfolio by gaining ASEAN rights and unveiling the new “Taking You Beyond” brand statement for 2026 and beyond.
Dunlop’s Rights Previously Held by Continental Tyre Malaysia
Sumitomo Rubber Industries (Sumitomo Rubber) announced on December 3, 2025, that it has formally acquired all exclusive rights to use the Dunlop trademark for tyres, tubes, and flaps in Malaysia, Singapore, and Brunei, which was previously held by Continental Tyre Malaysia.
“Following the acquisition of rights as described above, Sumitomo Rubber Industries, Ltd. will begin operating its sales business under the Dunlop brand in these regions starting January 1, 2026,” the company stated.
In January 2025, Sumitomo Rubber secured Dunlop trademark rights for four-wheel tyres across Europe, North America, and Oceania. In March, the company introduced a long-term corporate strategy called “R.I.S.E. 2035” to make Dunlop the centrepiece of its global business. Finally, in December, Sumitomo Rubber acquired the right to use the Dunlop trademark in Malaysia, Singapore, and Brunei.
New Dunlop’s Brand Statement
Along with the latest acquisition, Sumitomo Rubber also announced a new brand statement for Dunlop: “Taking You Beyond”. According to the Kobe-based company, “Taking You Beyond” reflects its commitment to continually expanding the possibilities for all those who embrace challenges and guiding them beyond their limits.
“Moving forward, we aim to embody three core values across all of our products and services: ‘Confidence to Face Every Challenge’, ‘Experiences that Exceed Expectations’, and ‘Pushing Beyond Limits’, and we will continue pursuing our goal of creating positive emotion through innovative experiences for people all over the world,” Sumitomo Rubber wrote in its official statement.
The Japanese company also introduced the One Dunlop concept, where it aims to strengthen brand experiences from products and services to advertising and retail, thus increasing the brand’s value across all segments. To achieve that goal, Sumitomo Rubber plans to actively participate in motorsports, leverage the “dynamic image” of sports such as tennis and golf, and address social issues with high-value-added products.
“In addition, we will establish new bases in Europe to boost brand communication and expand customer touchpoints, further reinforcing our global presence. Through innovative technologies and services, we will continue delivering new experiences to customers worldwide and solidify our position as a premium brand,” the company concluded.
