Jaguar Land Rover acquires Bowler

Attracted attention of JLR

13 January 2020 | Motors
Charlen Raymond

Founded in 1985, Bowler has gone on to produce some of the most dedicated off-road machines to come from the UK.

Now fellow-UK automaker, Jaguar Land Rover, acquired Bowler as part of its Special Vehicle Operations.

Despite being produced in low numbers, Bowler’s vehicles are quite adaptable to all types of terrain. Thanks to its dynamic traits, durable components, and raucous nature, Bowler made its presence felt. So much so that it attracted the attention of JLR.

JLR’s Special Vehicle Operations arm is all about creating ‘distinctive world-class products. These include SV, vehicle personalisation, and classic cars.

JLR believes that adding Bowler as a fourth business unit is a natural fit.

A brand partnership between JLR and Bowler was established in 2012, but the affiliation between the two companies started long before that. The partnership brought forth a number of vehicles, but the most popular was the Land Rover Defender Challenge by Bowler rally series (2014 - 2016).

Bowler’s founder, Drew Bowler, passed away in 2016.

‘Continuity of support’

Michael van der Sande, Managing Director, Jaguar Land Rover 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.

“At Special Vehicle Operations 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.

“Our immediate focus is on ensuring continuity of support for Bowler employees and customers during this transition to Jaguar Land Rover.” – Wheels24

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