Sime Motors has announced a strategic partnership with CompAsia, Southeast Asia’s leading provider of device circularity solutions, to address the growing issue of electronic waste (e-waste).

Part of Sime Motors’ shared commitment to environmental responsibility, the initiative focuses on promoting responsible disposal and recycling of e-waste, which will extend to the group’s operations in Malaysia, Thailand, Singapore and Indonesia.

The collaboration provides a responsible solution for the company’s employees and customers to dispose old electronic devices. Participants can exchange their used devices for cash or discounts on new purchases through a trade-in programme.

The partnership also aims to raise awareness about extending the life cycle of devices, encouraging customers to consider refurbished options. This contributes to the circular economy and ultimately reduces the environmental impact of e-waste going to landfill, the company said in a statement.

“The partnership with CompAsia provides a hassle-free experience to our employees and customers, making it easier to dispose old devices responsibly while promoting the circular economy across our Southeast Asia operations. The increase in e-waste has grown to an alarming rate, and as an organisation, we aim to address this and drive positive change,” said Jeffrey Gan, MD of Sime Motors Southeast Asia.

“Sime Motors is one of the most established brands across Southeast Asia and we are honoured to join forces through collective efforts toward a greener, more connected future. We believe that our innovative approach to extending the life cycle of devices together with Sime Motors’ leadership will greatly influence consumers to make choices that help preserve our planet,” said George Hashim, chief strategy officer of CompAsia.

This partnership builds on Sime Motors’ ongoing environmental stewardship efforts; moving forward, the collaboration will coincide with the roll out of several initiatives, including CSR projects, device trade-in programmes and awareness campaigns focused on e-waste reduction.