DUNLOP Announces New Brand Statement “TAKING YOU BEYOND” : Unifying Communication Under the DUNLOP Brand to Accelerate International Growth
Dec. 03. 2025
DUNLOP (Company name: Sumitomo Rubber Industries, Ltd.; President: Satoru Yamamoto) has established DUNLOP’s new brand statement: “TAKING YOU BEYOND.” Moving forward, all communication will be unified under the DUNLOP name as the company accelerates efforts to enhance brand value and secure its status as a premium global brand.
This January, Sumitomo Rubber Industries secured DUNLOP trademark rights for four-wheel tires across Europe, North America, and Oceania. In March, we unveiled our long-term corporate strategy, “R.I.S.E. 2035,” reaffirming our vision to make DUNLOP the centerpiece of our global business.
Furthermore, in December, we acquired all exclusive right to use the DUNLOP trademark in Malaysia, Singapore, and Brunei from the Continental Tyre Malaysia group*, further advancing its global brand presence.
The Meaning Behind “TAKING YOU BEYOND”
“TAKING YOU BEYOND” reflects our 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.
The New Direction for DUNLOP Under “TAKING YOU BEYOND”
For over 130 years, DUNLOP has continually risen to new challenges, creating world-first technologies and products. Building on the innovation and reliability cultivated throughout our history, we are placing the DUNLOP brand at the core of our management and promoting globally unified brand communication. Under the ONE DUNLOP concept, where members around the world unite under a shared vision, we will strengthen brand experiences across every customer interaction, from products and services to advertising and retail. Through this approach, we aim to enhance brand value across tires, sports, and lifestyle.
As part of our efforts to enhance brand value, we will build trust by expanding premium product line, actively participating in motorsports, leveraging the dynamic image of sports such as tennis and golf to increase brand favorability, and addressing 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.
Please note that the company name will not change and will continue as Sumitomo Rubber Industries, Ltd.
* Acquisition of All Exclusive Right to Use DUNLOP Trademark in Malaysia, Singapore, and Brunei
(News Release Issued December 3, 2025) https://www.srigroup.co.jp/english/newsrelease/2025/sri/2025_091.html
Reference
DUNLOP Brand Strategy Announcement Materials：https://www.srigroup.co.jp/english/ir/library/financial-report/dvql4p00000qekrk-att/dunlopbrand202512.pdf
DUNLOP Global Site：https://www.dunlop.com （Scheduled for December 4 at 00:00 (JST)）
This January, Sumitomo Rubber Industries secured DUNLOP trademark rights for four-wheel tires across Europe, North America, and Oceania. In March, we unveiled our long-term corporate strategy, “R.I.S.E. 2035,” reaffirming our vision to make DUNLOP the centerpiece of our global business.
Furthermore, in December, we acquired all exclusive right to use the DUNLOP trademark in Malaysia, Singapore, and Brunei from the Continental Tyre Malaysia group*, further advancing its global brand presence.
The Meaning Behind “TAKING YOU BEYOND”
“TAKING YOU BEYOND” reflects our 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.
The New Direction for DUNLOP Under “TAKING YOU BEYOND”
For over 130 years, DUNLOP has continually risen to new challenges, creating world-first technologies and products. Building on the innovation and reliability cultivated throughout our history, we are placing the DUNLOP brand at the core of our management and promoting globally unified brand communication. Under the ONE DUNLOP concept, where members around the world unite under a shared vision, we will strengthen brand experiences across every customer interaction, from products and services to advertising and retail. Through this approach, we aim to enhance brand value across tires, sports, and lifestyle.
As part of our efforts to enhance brand value, we will build trust by expanding premium product line, actively participating in motorsports, leveraging the dynamic image of sports such as tennis and golf to increase brand favorability, and addressing 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.
Please note that the company name will not change and will continue as Sumitomo Rubber Industries, Ltd.
* Acquisition of All Exclusive Right to Use DUNLOP Trademark in Malaysia, Singapore, and Brunei
(News Release Issued December 3, 2025) https://www.srigroup.co.jp/english/newsrelease/2025/sri/2025_091.html
Reference
DUNLOP Brand Strategy Announcement Materials：https://www.srigroup.co.jp/english/ir/library/financial-report/dvql4p00000qekrk-att/dunlopbrand202512.pdf
DUNLOP Global Site：https://www.dunlop.com （Scheduled for December 4 at 00:00 (JST)）