DUNLOP Establishes Innovation Targets in Its Long-Term Sustainability Targets : “Driving Our Future Initiatives”: Accelerating Its Efforts to Provide Solutions to Social Issues Through Its Business Operation
DUNLOP (Company name: Sumitomo Rubber Industries, Ltd.; President and CEO: Satoru Yamamoto) is pleased to announce that, based on its long-term corporate strategy “R.I.S.E. 2035,” it has established a set of new innovation-related targets under the framework of its long-term sustainability targets , “Driving Our Future Initiatives,” and updated individual targets and associated KPIs. We will ramp up our efforts to provide solutions to social issues through the integration of business and sustainability, with the DUNLOP brand at its core.
In R.I.S.E. 2035, we set out a vision: “Continuing to Provide ‘New Experiential Value’ Born from Rubber to Everyone.” Based on the seven material issues* identified through analyses of the risks and opportunities of the entire value chain, we have been working toward solution of social issues by delivering proprietary technologies as well as products and services.
As one of our latest endeavors, we redefined the social value that we can create as a manufacturing company from the perspective of sustainability, and established a new set of targets for the “Innovation for Solving Social Issues” and updated the long-term targets and key KPIs that are related to this material issue. We made the revision taking into consideration the responsibilities we should fulfill as a global company, including an addition of new initiatives to address tire and road wear particles as well as microplastics, and the transition to the Human Rights Due Diligence implementation phase.
We will continue striving for the development of a sustainable society as well as a growth as a company through the operation of our business.
* Sumitomo Rubber Group’s material issues: https://www.srigroup.co.jp/english/sustainability/materiality.html
<Reference>
Long-term Corporate Strategy “R.I.S.E. 2035”: https://www.srigroup.co.jp/english/ir/library/financial-report/dvql4p00000qekrk-att/2035longterm_20250307_en.pdf
Long-Term Sustainability Targets : “Driving Our Future Initiatives”：https://www.srigroup.co.jp/english/sustainability/challenge2050.html
DUNLOP Adopts Sustainable Carbon Black for Mass-Production Tires for Certain Passenger Car Models, Production Commences at Its Miyazaki Factory
DUNLOP (Company name: Sumitomo Rubber Industries, Ltd.; President and CEO: Satoru Yamamoto) is pleased to announce that it has for the first time adopted the sustainable carbon black for mass-production tires designed for certain passenger car models. The sustainable carbon black is produced via a chemical recycling process* that uses end-of-life tires (“ELTs”) and other materials. The production commenced at its Miyazaki Factory in November as part of the company’s efforts to promote recycling of resources.
The sustainable carbon black is manufactured using rubber chippings generated from tire manufacturing processes and crushed ELTs, which undergo a process called chemical recycling. We have been working on it in a joint project with Mitsubishi Chemical Corporation since January 2025.
This past August, we supplied racing tires produced using this material for a real-world racing series: the GT300 Class in Round 4 of the 2025 AUTOBACS SUPER GT, where the vehicle equipped with the tires took victories two days in a row. The tires demonstrated consistently stable performance throughout the race in the motorsports field, which stands at the forefront of tire development where the latest vehicles are introduced.
The adoption of the sustainable carbon black for mass-production tires for certain passenger car models is part of our efforts to put TOWANOWA, our Circular Economy Concept for the Tire Industry, into practice.
TOWANOWA features a two-ring structure: the Sustainable Ring, which consists of five categories of processes in the supply chain, and the Data Ring, which links together sets of big data gathered from each process. By sharing and utilizing data between the two Rings, we seek to deliver new value. Based on the TOWANOWA concept, we have been implementing initiatives to reduce environmental impact, including the promotion of sustainable raw materials.
By putting TOWANOWA into practice, we will continue striving to reduce environmental impact, enhance the performance and safety of tires, and expand our solutions services. Through these activities, we will contribute to providing new value to our customers and realizing a sustainable future for mobility society.
■ A collaborative framework to support resource recycling
Sumitomo Rubber and Mitsubishi Chemical have formed a collaborative framework where the two companies pursue resource recycling initiatives for carbon black, a primary raw material of tires. Sumitomo Rubber supplies rubber chippings generated from tire manufacturing processes and crushed ELTs (recycled materials) to Mitsubishi Chemical. At Mitsubishi Chemical, these materials are fed into coke ovens for chemical recycling to produce the sustainable carbon black. Sumitomo Rubber and Mitsubishi Chemical will work together to contribute to realizing a circular economy in the automobile and tire industries.
* Chemical recycling: A recycling method in which end-of-life resources are chemically decomposed to be turned into raw materials for new production
<Reference>
Sumitomo Rubber and Mitsubishi Chemical Launch Collaboration to Recycle Carbon Black for Tires(News release issued January 30, 2025):https://www.srigroup.co.jp/english/newsrelease/2025/sri/2025_006.html
Introducing a Circular Economy Concept for the Tire Industry: TOWANOWA(News release issued March 8, 2023):https://www.srigroup.co.jp/english/newsrelease/2023/sri/2023_018.html
DUNLOP Announces New Brand Statement “TAKING YOU BEYOND” : Unifying Communication Under the DUNLOP Brand to Accelerate International Growth
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)）
DUNLOP Announces New Brand Statement “TAKING YOU BEYOND” : Unifying Communication Under the DUNLOP Brand to Accelerate International Growth
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)）
Acquisition of All Exclusive Right to Use DUNLOP Trademark in Malaysia, Singapore, and Brunei
Effective January 1, 2026, all exclusive right to use of the DUNLOP trademark for tires*, tubes, and flaps in Malaysia, Singapore, and Brunei, previously granted under a sub-licence to Continental Tyre Malaysia group of companies, will be formally acquired by Sumitomo Rubber Industries, Ltd.
Following the acquisition of rights as described above, Sumitomo Rubber Industries, Ltd. will begin operating its sales business under the DUNLOP brand in these regions starting January 1, 2026.
*Excluding aircraft and winter tires.
DUNLOP Becomes Official Tire Partner of Driving Simulator “Gran Turismo™ 7”
Venue of “Gran Turismo World Series 2025 Round 2 – Berlin”
Sumitomo Rubber Industries, Ltd. announced its appointment as the official tire partner of the driving simulator “Gran Turismo 7” for PlayStation®4 and PlayStation®5, and the “Gran Turismo World Series” at the event held in Berlin, Germany, on September 20, 2025.
This partnership is part of our brand strategy centered on DUNLOP, as outlined in our long-term corporate strategy “R.I.S.E. 2035.” In January 2025, we acquired the DUNLOP trademark and other rights for four-wheel tires in Europe, North America, and Oceania, enabling us to operate our business globally* under the DUNLOP brand. Moving forward, we will work across regions and businesses to further enhance the recognition and maximize the value of the DUNLOP brand.
*Excluding some regions and products in the tire business
Developed by Polyphony Digital Inc., a subsidiary of Sony Interactive Entertainment Inc., the Gran Turismo franchise has been a critically acclaimed driving simulator for PlayStation since its debut in 1997 and continues to captivate players worldwide.
Starting from Round Two of the 2025 Gran Turismo World Series in Berlin, we will serve as the official tire supplier for the Gran Turismo World Series championship. In a future game update for Gran Turismo 7, the DUNLOP brand will appear in various forms:
・DUNLOP will be added to “Brand Central” museum, showcasing over 130 years of DUNLOP history, including a variety of products developed with proprietary technologies and our motorsport activities.
・To celebrate the partnership, the DUNLOP logo will appear on trackside branding on circuits in the game.
・In the “Tuning Shop,” which offers parts to enhance vehicle performance, players will be able to select DUNLOP tires.
Additionally, a Dunlop-themed time trial in-game event is planned.
| From left, Kazunori Yamauchi, Gran Turismo Series Producer,and Takehiko Tochio, Manager of the Global Marketing Department, Sumitomo Rubber Industries |
Sumitomo Rubber Group Publishes Human Rights Report 2025
Sumitomo Rubber Industries, Ltd. is pleased to announce that it published the Human Rights Report 2025 as the Sumitomo Rubber Group’s first report outlining its initiatives to ensure respect for human rights.
To realize “Our Philosophy”, the corporate philosophy of the Sumitomo Rubber Group, we have identified seven materiality (material issues). We have designated human rights as one of these issues and set a goal to promote initiatives with the vision of becoming “A company that values and respects the human rights of all individuals connected to our business” in order to continue providing joy and well-being for all. Specifically, since we established the Sumitomo Rubber Group Human Rights Policy in 2023, we have advanced initiatives such as building a management system for respecting human rights, identifying human rights risks and implementing human rights due diligence, establishing grievance mechanisms, and providing group-wide education to promote understanding and awareness of human rights.
The contents of this Report align with the human rights due diligence process presented in the UN Guiding Principles on Business and Human Rights and other standards, and the Report also reflects the opinions of experts on human rights. It discloses comprehensive information including the system for implementing initiatives to ensure respect for human rights throughout the entire value chain in a thorough and systematic manner, the status of implementing human rights due diligence, and the development of grievance mechanisms.
We will strive to further strengthen initiatives undertaken to ensure respect for human rights throughout the entire Sumitomo Rubber Group so that we remain a company capable of delivering a “future of joy and well-being” and deserving of the trust of our stakeholders.
■ Human Rights Report 2025 (PDF):
https://www.srigroup.co.jp/english/sustainability/dvql4p000000f222-att/human_rights_report_2025.pdf
<Reference>
Sumitomo Rubber Group Human Rights Policy (PDF): https://www.srigroup.co.jp/sustainability/information/dvql4p000000yrnk-att/human_rights_policy_e.pdf
Initiatives to Ensure Respect for Human Rights:https://www.srigroup.co.jp/english/sustainability/social/humanrights.html
*The Japanese version had already been released in May.
Acquisition of DUNLOP Trademark and Other Rights from Goodyear for four-wheel tires in Europe, North America, and Oceania - Advancing premiumization globally through differentiated products and enhancing brand strength through collaboration with sports business -
Sumitomo Rubber Industries, Ltd. signed a Purchase Agreement on January 8th in Japan Standard Time (January 7th in US time) to acquire the DUNLOP trademark and other rights for four-wheel tires in Europe, North America and Oceania from The Goodyear Tire & Rubber Company (hereinafter “Goodyear”). The acquisition price is US$526 million (JPY 82.6 billion*1)*2.
With the acquisition of this trademark right, except for certain regions and products*3, we will be able to operate our tire business globally under the DUNLOP brand.
Looking ahead, DUNLOP aims to establish itself as a premium tire brand in the global market. By leveraging our rich heritage and strong brand recognition, we will set ourselves apart from competitors through innovative products that integrate cutting-edge technologies in addition to meeting the evolving needs of the next-generation mobility society. Specifically, the company will focus on new products that incorporate our innovative “Active Tread”*4 technology, OE tires for premium vehicles, and motor sports.
In addition, for the FALKEN brand, which has been deployed in Europe, North America, and Oceania, we will utilize the product planning and marketing capabilities we have cultivated in each region to focus on bold, one-of-a-kind products that appeal to its core fanbase. Through a dual-brand approach to business development, we aim to increase sales volume in each region and raise the proportion of premium products*5.
Furthermore, we will position DUNLOP as our core brand and advance our brand strengthening activities as a joint effort between our tire and sports businesses. By accelerating brand investment in motorsports and global marketing activities in tennis, we will increase the value of the DUNLOP brand around the world and develop it into the brand of choice for customers.
| *1 | US$ 1 = JPY 157 |
| *2 | An additional payment of US$105 million as transition support fee for transition support such as facilitating the transition of DUNLOP customers in Europe to us, as well as the purchase price for inventory and other at the time of closing. |
| *3 | Excludes India, Malaysia, Singapore and Brunei for four-wheel tires. Excludes India, Europe and Oceania for motorcycle tires. |
| *4 | Newly launched next-generation all-season tires that work on any road surface – First round of products to feature “Active Tread,” a new technology where the property of the rubber actively changes in response to moisture and temperature to suit road conditions – (Release issued on July 22, 2024 in Japanese): https://www.srigroup.co.jp/newsrelease/2024/sri/2024_058.html |
| *5 | Differentiated products as defined by the Company, SUV tires and tires for passenger cars with 18 inches or more. |
■Comment from President and CEO Satoru Yamamoto
Our group has a history of acquiring DUNLOP in various countries in the 1980s and producing and selling DUNLOP brand tires in Europe and North America in addition to Japan. It has been a great opportunity for our group to be able to use the DUNLOP brand globally, and we are delighted that this acquisition has enabled us to use the DUNLOP brand almost all over the world.
Going forward, we will maximize the potential of the DUNLOP brand, not only in the new regions where we have acquired rights, but also in existing regions, and further accelerate our efforts to realize our purpose: “Through innovation we will create a future of joy and well-being for all.”
■Overview of Goodyear
| Company name | ： The Goodyear Tire & Rubber Company |
| URL | ： https://corporate.goodyear.com/us/en.html |
| Head Office Location | ： 200 Innovation Way, Akron, Ohio, USA |
| Representative | ： Mark Stewart, CEO |
| Established | ： 1898 |
| Business Contents | ： Manufacture and sale of tires |
・Special meeting held on January 8th
Rider Equipped with DUNLOP Tires Celebrates the 2024 MX2 Motocross World Championship
Sumitomo Rubber Industries, Ltd. is pleased to announce that Kay de Wolf, a rider equipped with our high-performance DUNLOP Brand tires, clinched his first MX2 World Championship title at the final round of the FIM Motocross World Championship (MXGP) that took place on September 29 in Ciudad Real, Spain. De Wolf is the first rider equipped with DUNLOP tires who won a MX2 World Championship title.
In the MX2 class where up-and-coming young riders run in fierce competition, a pair of Nestaan Husqvarna Factory Racing teammates, Kay de Wolf and Lucas Coenen, have fought a season-long battle for supremacy. It was de Wolf who came out on top, having taken a hat-trick of wins at the opening three rounds and continued his winning streak, securing his first championship title.
The MXGP is a motorcross world championship that is contested primarily in Europe with additional races in Asia and Latin America. The races take place on courses featuring jumps, whoops, and long straights, and other terrain variations, with changing surface conditions each lap. This demands high levels of tire performance in terms of traction, braking force, and cornering ability, among other areas.
Riders running DUNLOP tires in the MXGP are equipped with the GEOMAX series of off-road racing tires. In particular, the DUNLOP GEOMAX MX14 designed for sand and mud terrains and the GEOMAX MX34 for soft terrains are the main tires used in races, providing exceptional surface traction and adaptability to a wide range of surfaces.
■Comment from Kay de Wolf
The performance and reliability of DUNLOP’s GEOMAX range has been a key factor in our success, delivering the grip and traction needed to push hard and stay ahead of the competition. Winning the championship this season wouldn’t have been possible without riding on DUNLOP tires as they really help me push the bike to the limit. I think we have an excellent choice of tires at the moment; we’ve been really strong at different tracks this season and have consistently outperformed other teams.
Sumitomo Rubber Industries will continue to provide high-performance tires to riders around the world, supporting them from the ground up in every riding scenario.