Sumitomo Rubber secures exclusive rights to Dunlop trademark use in Southeast Asia

Tokyo, Japan – Sumitomo Rubber Industries, Ltd. (SRI) is making a decisive move to strengthen the global presence of its DUNLOP brand, announcing both a major trademark acquisition in Southeast Asia and the rollout of a new brand statement aimed at unifying its identity worldwide.

In a development that industry analysts say could reshape the company’s regional strategy, SRI confirmed it has secured exclusive rights to use the DUNLOP trademark for tires, tubes, and flaps in Malaysia, Singapore and Brunei. The rights, long held under a sub-licence by Continental Tyre Malaysia, will transfer fully to SRI on January 1, 2026. While the agreement excludes aircraft and winter tires, the acquisition gives SRI direct control of the DUNLOP name in three key automotive markets, paving the way for expanded sales operations and more consistent branding across Southeast Asia.

The trademark consolidation comes as SRI introduces a new global brand statement for DUNLOP: “TAKING YOU BEYOND.” The company says the phrase reflects its intention to highlight three core themes—confidence, elevated experiences and continual challenge—and to anchor all worldwide communications under a unified identity. The strategy, dubbed “ONE DUNLOP,” will reshape how the brand presents itself across product categories, advertising, motorsports involvement and customer-facing services.

The dual announcements represent the latest steps in a broader realignment that has unfolded throughout 2025. Earlier this year, SRI secured additional DUNLOP trademark rights for four-wheel tires across Europe, North America and Oceania, further centralizing control of the heritage brand. In parallel, the company unveiled its long-term corporate roadmap, R.I.S.E. 2035, which places DUNLOP at the core of its global business operations.

By bringing previously fragmented regional rights under its umbrella and advancing a single global brand message, SRI is positioning DUNLOP for a more coordinated international push. For consumers in Southeast Asia, the trademark shift is expected to translate into a clearer product lineup and a more consistent brand experience. For SRI, the moves signal an ambition not only to protect—but to amplify—one of the tire industry’s most recognizable names.

With the new brand statement and regional rights set to take effect heading into 2026, SRI is betting that a unified DUNLOP will be better equipped to compete in an increasingly globalized market.