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Grit on the road

Sumitomo Rubber Middle East FZE (SRME) was established in Dubai in September 2008 as a subsidiary of Sumitomo Rubber Industries (SRI) group, an established company in Japan with more than 100 years of history in the tyre manufacturing.

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Published: Sun 18 Nov 2012, 7:52 PM

Last updated: Tue 7 Apr 2015, 2:26 PM

SRI group manufactures Dunlop, Falken and Sumitomo brand of tyres and is one of the leading tyre manufacturers in the world.

SRME employees in the “Green Initiative” programme

SRME was established with an objective to further enhance the tyre operations in the Gulf, Northern Arab and some of the African regions, with faster decision-making and action attained by being closer to the customers, and being more responsive to the market needs. Currently, SRME has its main office in Dubai and a branch office in Jeddah, KSA.

Dunlop, as a tyre brand has a rich history in making revolutionary developments and changes in the tyre industry. In 1888, John Boyd Dunlop, a Scottish veterinarian invented the first pneumatic tyre, which made a great contribution to the development of the contemporary automobile society. Today, Dunlop is one of the leading tyre brands in the world, incorporating the most advanced and sophisticated technologies in its product and services. This superiority has paved way for Dunlop, as one of the most preferred original equipment (OE) tyre suppliers, for all the leading automobile manufacturers across the globe.

Dunlop has a strong presence in the Middle East region as well, supported by the OE strength, especially in the 4x4 vehicles and high performance cars. This is further enhanced by the wide range of products being offered to the consumers, coupled with the latest Japanese technology and superior quality. The comfortably quiet VEURO VE302- that’s perfect for luxury sedans, the performance enhancing SPORT MAXX TT that brings out the best in your sports car, or the rugged GRANDTREK series that tackles any on-off road terrain — Dunlop tyres are the perfect fit for your car and your driving style. No matter where you are going or which vehicle you are driving, Dunlop tyres are designed in such a way to maximise your driving pleasure, without compromising the safety.

Falken is also a growing tyre brand in the Middle East region offering a wide choice to the consumers to match their vehicle and driving style. It is a trendy brand with high performance tyres, incorporating the latest Japanese technology and quality, to suit the taste of the younger generation. The strong association of Falken brand with major Motor sports activities in US and Europe is a true reflection of the performance of this brand.

Sumitomo is also a growing tyre brand in the Middle East region, especially in the commercial tyre segment. The unmatched Japanese technology and quality is reflected in each and every aspect of the performance of this tyre.

SRME is fully committed to provide the best of the products and services to their channel partners and customers, so as to further enhance the customer satisfaction level in this region. At the same time, SRME strives to uphold and follow the parent company SUMITOMO’S global CSR initiative called the GENKI programme which focuses on contribution to the environment and local communities, in order to become a trusted corporate citizen and part of a sustainable society. The five key components of GENKI include Sumitomo’s Green Initiative — its world million trees project; Ecological Process — to reduce environmental burden from business activities; Next Generation Product Development — centred around environmentally friendly products; Kindness to Employees — provides education based on real life issues; and Integrity for all stakeholders providing a contribution on a global scale. Part of GENKI’s mission is to boost employee motivation, promote teamwork and volunteerism and to encourage employees to contribute to local communities.

Empowered by GENKI’s spirit, SRME joined hands with the local government authority (Public Parks and Horticulture Department) and are actively involved in its “Green Initiative” by participating and supporting the Plantation Event that is held every year. All the employees of SRME actively participated in the event during the last three years by planting tress in public parks and schools in the local community. SRME shall continue to initiate and support this kind of activities in the future as well, to embrace their parent company’s culture and to uphold the values of a good corporate citizen.

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