Sumitomo Rubber Industries has announced a strategic move to rebrand its overseas sales subsidiaries in Europe, North America, Oceania, and Latin America to incorporate the Dunlop brand name.
This move follows the company’s acquisition of Dunlop trademark rights for four-wheel tyres in Europe, North America, and Oceania in January 2025, and its “R.I.S.E. 2035” corporate strategy to centre future business on the Dunlop brand.
This change, effective January 2026, is part of the company’s long-term strategy to enhance the global value of the Dunlop brand and strengthen brand management, aiming to make Dunlop a preferred choice for customers worldwide.
Thus, its subsidiaries in Europe, North America, Australia, Latin America, the Middle East, Taiwan, and the UK will adopt the Dunlop name. For example, Falken Tyre Europe GmbH will become Dunlop Tyre Europe GmbH, and Sumitomo Rubber North America, Inc. will be renamed Dunlop Tires North America, Inc.
Other changes include Sumitomo Rubber Australia Pty. Ltd. becoming Dunlop Tyre Australia Pty. Ltd., Sumitomo Rubber Latin America becoming Dunlop Latin America and Srixon Sports Europe Ltd. changing to Dunlop Golf Europe Ltd. Kuo-chu Rubber Co., Ltd. will become Dunlop Taiwan Co Ltd., and Sumitomo Rubber Middle East FZE will be renamed Dunlop Tyre Middle East FZE.