Jaguar Land Rover buys off-road racing specialist Bowler

Engineering, development and parts will be shared across entire business

Jaguar Land Rover buys off-road racing specialist Bowler

Jaguar Land Rover (JLR) has bought British all-terrain performance specialists Bowler.

The firm has been specialising in the production of competition and Rally Raid Land Rovers, as well as parts for enthusiasts to modify their Land Rovers, since the company was founded by the late Drew Bowler in 1985.

Bowler will be run by the Special Vehicle Operations Division and sit alongside the SV, Classic and Vehicle Personalisation businesses.

Michael van der Sande, managing director of JLR’s Special Vehicle Operations, said: “For almost 35 years the Bowler name has stood for innovation and success, with a reputation forged by its participation in the world’s toughest off-road motorsport competitions.

“It’s exciting that we’re now in a position to participate in and lead the Bowler brand’s future as part of Jaguar Land Rover.

“We are all eager to start working with our new colleagues at Bowler.

“Adding the Bowler team’s skills and experience to those of SV, Vehicle Personalisation and Classic is a key step in our strategy to create an exciting and diverse portfolio of products and businesses within Special Vehicle Operations.”

Drew Bowler, managing director of Bowler, said: “We’re delighted to announce this partnership, which brings very positive benefits to both Bowler and Land Rover.

“We’ve only ever used Land Rover powertrains, and this relationship will give us access to current Land Rover technologies, and a great platform from which to support our racing activities and develop future models.”

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