A “Near Death Experience” – Simex Europe

Simex Europe has been in existence since 1988, gradually increasing the size of its Monza range of car tyres and steadily increasing sales volumes. Then, in August last year, disaster struck when the Montinex group went into Administrative Receivership, as the group was Simex’s biggest customer, accounting for 60% of its turnover. With most of its eggs in one basket, it was, according to MD Raof Daud, a “near death experience” for the company.

Simex fought back by going into car tyre distribution and growing its dealer network, and the come-back has been long and hard, with the company poised to be back in the black for the first time since the crisis. An exciting time for a new man to come in to take charge – Mr. A.

K. Lee has recently taken over as General Manager, as Raof Daud has moved to another company within the Sime Darby group after nine years as MD of Simex..