Sumitomo Rubber to rename overseas subsidiaries under Dunlop brand

Kobe, Japan – Sumitomo Rubber Industries Ltd. (SRI) is set to rename a number of its overseas sales subsidiaries to incorporate the Dunlop brand, as part of a global brand-integration drive.

The decision was approved at a board meeting on 27 Nov, the Japanese group said in a filing on the same day.

The move follows SRI’s acquisition, in January, of the Dunlop trademark and related rights for four-wheel tires in Europe, North America and Oceania — enabling the group to run its global tire business under the Dunlop brand in most major markets.

Under the plan, subsidiaries in Europe, North America, Oceania, the Middle East, Taiwan and Latin America will adopt new Dunlop-branded trade names from January 2026, with the change for the Middle East scheduled for February.

The changes remain subject to approval at each subsidiary’s extraordinary shareholders’ meeting.

Among the key changes, Falken Tyre Europe GmbH will be renamed Dunlop Tyre Europe GmbH.

Sumitomo Rubber North America Inc. will become Dunlop Tires North America Inc., while Sumitomo Rubber Australia Pty Ltd will be rebranded Dunlop Tyre Australia Pty Ltd.

Subsidiaries in Chile, Dubai and Taiwan will also adopt Dunlop-related names.

The move aligns with SRI’s long-term strategy “RISE 2035,” which intends to place Dunlop “at the centre of its future business operations.”

SRI added that the aim is to strengthen brand management and enhance Dunlop’s value “not only through products but also all customer touchpoints including services, user experiences, and corporate attitude.”

The group said the global roll-out will help reinforce Dunlop as “a brand chosen by customers” as it aligns its overseas operations with its expanded trademark rights and long-term strategy.