Offenbach – January 4^th, 2026 - Sumitomo Rubber Industries Ltd. (SRI) announced its new brand strategy for the European, North American, and Pacific markets in December. SRI has revealed details of the exciting return of the iconic Dunlop brand to its expanding portfolio in Europe. From January 2026, Dunlop will be at the centre of SRI’s strategy for the region, occupying the lead role of its premium brand for aftermarket and OE customers. From January 2026, Dunlop will assume a leading position within SRI’s portfolio in Europe. This strategy will be complemented by the Falken brand in the mid-price segment and by Pneumant, a budget brand scheduled for launch in 2027.

With this clear structure, SRI ensures that customers in every segment will have access to high-quality tires from a trusted provider.

Investment in people to deliver a premium service

Since the announcement in January 2025 that Dunlop would return to SRI, it has been investing heavily in Europe to prepare for a successful return to a market with a rich heritage for the brand.

Engineered in Europe, for Europe

Underlining the commitment to Europe, development of Dunlop tyres destined for the region will be led from its R&D facility in Hanau. SRI has no current plans for new plants in Europe but is ready to commit to future capacity expansion if needed.

SRI has also confirmed that Dunlop will also lead its growing OE and factory-fit business in Europe, with new announcements with OEMs set to be revealed shortly.

“With substantial investments, a clear, long-term brand strategy, supported by a strong European heritage, Dunlop is ready to return to its rightful place as a premium brand in the region,” says Markus Bögner, managing director, president at Falken Tyre Europe GmbH. “Our portfolio now offers a clear and distinct positioning: Dunlop for premium and original equipment customers, Falken for the mid-price segment, and, starting in 2027, Pneumant for value-conscious consumers.”

Dunlop’s activities in the region will be headed by Hiroshi Hamada, managing director, chairman and chief executive officer. Motorsport and other sponsorship plans for the brand will be announced in 2026.

Falken focus set for competitive mid-range

SRI’s plan will see Falken reaffirm its focus on the mid-range with its existing range of proven and award-winning patterns continuing to offer consumers access to the latest technologies at an affordable price point.

“Falken has built a loyal customer base that we will continue to serve with tyres that offer a compelling performance/price ratio,” adds Bögner. “Falken will continue to offer patterns that perform right across the market segments. It’s a very competitive segment and we will leverage Falken’s brand reputation for great value for money to succeed.”

About Dunlop Tyre Europe

Dunlop Tyre Europe is the European affiliate of Sumitomo Rubber Industries, Ltd., responsible for the development, manufacturing and marketing of premium Dunlop tyres across both original equipment and replacement channels. With roots dating back to 1888 and the invention of the pneumatic tyre, Dunlop combines heritage with modern engineering using its advanced research and development centre in Germany and a modern manufacturing facility in Türkiye. In 2025, SRI completed the acquisition of the Dunlop brand rights for four-wheel tyres in Europe, North America and Oceania. From January 2026, the company operates under the Dunlop Tyre Europe name to deliver a unified premium offering for the region.