Sumitomo advances its R.I.S.E. 2035 strategy with a global Dunlop rebrand, new trademark rights, and upcoming name changes across eight subsidiaries.
Dunlop Becomes Sumitomo’s Worldwide Identity
Sumitomo Rubber Industries (Sumitomo Rubber) is carrying out a worldwide reorganisation of its corporate and brand identity under the Dunlop name, reflecting decisions announced across several regions throughout 2025.
The initiative spans multiple continents and follows the direction set out in the company’s long-term “R.I.S.E. 2035” strategy, which positions Dunlop as its core global brand across both products and organisational levels.
The most recent step in this global shift was announced on December 3, 2025, when Sumitomo Rubber confirmed that it had secured exclusive rights to use the Dunlop trademarks (previously held by Continental Tyre Malaysia) for tyres, tubes, and flaps in Malaysia, Singapore, and Brunei. The company will begin operating under the Dunlop name in those three Southeast Asian countries from January 1, 2026.
This regional update followed a series of global changes announced earlier this year. In January, Sumitomo Rubber officially acquired exclusive rights to the Dunlop trademark for four-wheel tyres in Europe, North America, and Oceania from Goodyear. In March, the company introduced “R.I.S.E. 2035”, making Dunlop the centrepiece of its global business.
On November 27, 2025, Sumitomo Rubber announced that seven of its overseas sales subsidiaries would adopt Dunlop-related names starting from early 2026. These subsidiaries are located in Germany, the United States, Australia, Chile, the United Arab Emirates, Taiwan, and the United Kingdom. They will transition to their new names once shareholder approval is secured. Sumitomo Rubber stated that these changes are intended to ensure a consistent corporate identity wherever the Dunlop name is used.
“It will strive to ensure that the value of the Dunlop brand is communicated through not only its products but also all customer touchpoints, including services, user experiences, and corporate attitude, and will work to further build Dunlop into a brand chosen by customers,” the company stated.
On the same day, Falken Tyre Europe GmbH issued a corresponding announcement, confirming that it will become Dunlop Tyre Europe GmbH once the commercial registration process is completed in January 2026. Falken noted that the change is aligned with its parent company’s updated brand structure, under which Dunlop serves as the premium tier, Falken remains the mid-tier offering, and a new budget brand will be introduced later.
“The planned rebranding is part of a global brand strategy that aims to strengthen the value of the Dunlop brand and establish it as the preferred choice for customers in Europe,” Falken Tyre wrote.
