Offenbach am Main, December 2025 – Sumitomo Rubber Industries Ltd. (SRI) has announced its new brand strategy for the European, North American and Pacific markets. At the heart of the strategy is the return of the iconic Dunlop brand as a premium offering for both aftermarket and original equipment (OE) customers. From January 2026, Dunlop will take on the leading role within SRI’s European portfolio. The strategy is complemented by Falken in the mid-range segment and the budget brand Pneumant, which will be introduced in 2027.

With this clearly defined brand structure, SRI will provide customers across every market segment with access to high-quality tyres from a trusted manufacturer.

Long-Term Investment in Europe

Since announcing in January 2025 its intention to bring Dunlop back into the SRI portfolio, the company has made significant investments across Europe.

Engineered in Europe, for Europe

Dunlop tyres for the European market will be developed entirely at SRI’s engineering centre in Hanau, Germany. SRI currently has no plans to build additional manufacturing facilities in Europe. However, the company is prepared to consider and commit to future production capacity expansions should market demand require it. In addition, Dunlop will spearhead SRI’s growing OE business in Europe. Further partnerships with leading vehicle manufacturers will be announced in the near future.

Clear Brand Positioning

“With significant investment, a long-term strategy and a strong European heritage, Dunlop is ready to reclaim its position as a premium tyre brand,” said Markus Bögner, Managing Director and President of Falken Tyre Europe GmbH. “Our portfolio now offers clear differentiation: Dunlop for premium and OE customers, Falken for the mid-range segment, and from 2027 onwards, Pneumant for value-conscious consumers.”

Responsibility for Dunlop’s activities in the region will lie with Hiroshi Hamada, Managing Director, Chairman and Chief Executive Officer. Details of the brand’s motorsport programme and further sponsorship activities will be announced during 2026.

Falken Focuses on the Competitive Mid-Range Segment

Under SRI’s strategy, Falken will reinforce its focus on the mid-range tyre market through its established and award-winning product portfolio. This will ensure that consumers continue to benefit from cutting-edge tyre technology at an affordable price point. “Falken has built a loyal customer base, and we will continue to serve those customers with tyres that deliver outstanding value for money,” added Bögner. “Falken will continue to offer products that perform strongly across all vehicle categories and applications. The mid-range segment is highly competitive, and we will leverage Falken’s strong reputation for excellent value and performance to drive continued success.”