Dunlop Unveils New Global Brand Statement:“ Taking You Beyond”
Unified strategy aims to strengthen Dunlop’ s premium position in South Africa and worldwide
Durban, South Africa, 14 July 2026— Dunlop Tyres has introduced a new global brand statement,“ Taking You Beyond,” as part of a unified strategy to elevate the brand’ s standing as a premium tyre and sport brand internationally.
The announcement follows key moves by parent company Sumitomo Rubber Industries( SRI) in 2024 and early 2025, including regaining the Dunlop trademark for four-wheel tyres across Europe, North America, and Oceania— a step that expands the brand’ s global footprint.
Lubin Ozoux, CEO of Dunlop Tyres South Africa, described the new direction as a commitment to industry-leading products and service, built on Dunlop’ s long-standing reputation locally for safety, reliability, and performance.
THREE CORE VALUES
The brand statement rests on three pillars: confidence in the face of challenges, experiences that exceed expectations, and pushing beyond limits. Ozoux said these values reflect what South African customers expect, whether driving on difficult terrain, competing professionally, or simply commuting safely.
ONE DUNLOP, GLOBALLY ALIGNED
Marking 138 years of innovation, Dunlop is now aligning all its regions under a single“ One Dunlop” framework, ensuring consistency across product development, retail, and communications. SRI also plans to broaden its premium product range, deepen its motorsport presence, and boost visibility through ties to global sports like tennis and golf.
Ozoux noted that South Africa’ s loyal customer base stands to benefit from this global alignment, gaining access to worldwide innovation and investment while Dunlop strengthens its local presence— including new brand communication hubs planned for Europe.
The strategy also emphasizes sustainability and road safety, tailored to South African conditions.
Dunlop Tyres SA is a subsidiary of Japan’ s Sumitomo Rubber Industries. Its Ladysmith plant, established in 1973, manufactures passenger, SUV, light truck, and truck / bus radial tyres for domestic sale and export across Africa and beyond.
JULY | AUGUST 2026 41 WORDS IN ACTION