Sumitomo Rubber Industries (SRI) will rebrand a wide range of its overseas subsidiaries under the Dunlop name beginning in January 2026, a move the company says aligns with its long-term plan to position Dunlop at the center of its global tire strategy. The decision for the Dunlop global rebrand was approved at a Nov. 27 Board of Directors meeting and reflects SRI’s goal of strengthening brand management and creating a consistent customer experience across its major markets.
Background
The change follows SRI’s acquisition of the Dunlop trademark and related rights for four-wheel tires in Europe, North America and Oceania earlier this year. The company has repeatedly stated that Dunlop will serve as a global premium brand and a key growth engine under its “R.I.S.E. 2035” strategy. As part of the transition, Sumitomo instructed subsidiaries across the U.S., Europe, Australia, Latin America, the Middle East and Taiwan to adopt new Dunlop trade names beginning in January, with some markets shifting in February. In North America, Sumitomo Rubber North America, Inc. will become Dunlop Tires North America, Inc. effective January 2026.
This move adds a corporate layer to a Dunlop expansion that has been unfolding throughout 2025. Earlier this year, SRI completed its acquisition of the Dunlop brand from Goodyear, saying it planned to make Dunlop a core global brand supported by new technology development, OE positioning and motorsports visibility. Executives noted at the time that Dunlop would serve as SRI’s premium retail focus. That thought was strengthened by innovations such as Active Tread Technology and new all-season and all-weather products.
Financial reporting in November showed that strategy was already gaining momentum. In Sumitomo’s Q3 results, its premium mix improved, and profitability in North America rebounded following structural reforms. The company confirmed a full-scale Dunlop rollout in North America, Europe and Australia. SRI also outlined expanded Dunlop R&D efforts in Europe. In addition, the company noted that Active Tread Technology would grow to 100 sizes worldwide.
Brand visibility has also accelerated. In September, Sumitomo announced that Gran Turismo 7 chose Dunlop as the official tire partner. The move added in-game branding, special events and a dedicated Dunlop history showcase. The partnership supports SRI’s push to elevate Dunlop’s global reputation and reach younger enthusiasts.
Leadership changes signaled similar intent. In June, SRNA promoted Cliff Stewart and Christopher de Rosales to new associate vice president roles. These roles tie directly to replacement sales and long-term strategy planning. These are roles SRNA said were “vital” to the company’s success as Dunlop passenger car products are incorporated into the business.
Unified Dunlop Global Rebrand
Against that backdrop, the upcoming name changes represent the next step in creating a unified global Dunlop identity. SRI said it plans to reinforce Dunlop’s value not only through products but also through services and customer experience. It will also strengthen value through corporate presentation, the company said.
The rebranding signals a continued expansion of Dunlop’s presence in the U.S. market. It also defines a clearer premium structure within SRI’s lineup. The transition begins in January 2026.
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