Jaguar Land Rover acquires all-terrain performance specialist Bowler
23 Dec 2019|923 views
Jaguar Land Rover has announced that it has acquired Bowler, the U.K.-based manufacturer of all-terrain performance cars, parts and rally raid vehicles.
Founded in 1985, Bowler pioneered the production of dedicated off-road competition cars in the U.K. and has achieved success in numerous international rally raid events. The expertise Bowler has amassed for all-terrain vehicle dynamics, low-volume production techniques, and proving the durability of components under extreme conditions, is highly sought-after.
Jaguar's Special Vehicle Operations meanwhile is a fast-growing business that amplifies the key attributes of Jaguar and Land Rover's vehicles: Creating distinctive world-class products - including SV, Vehicle Personalisation and Classic. Adding Bowler as a fourth business unit is thus a natural fit.
Since its inception, Bowler has had a close affiliation with Land Rover, which was formalised with a brand partnership in 2012 that led to the creation of the popular Defender Challenge by Bowler rally series in 2014-2016.
Company founder Drew Bowler's legacy and spirit lives on in the team based at Bowler's premises in Derbyshire, which includes members of Drew's family.
Jaguar Land Rover has announced that it has acquired Bowler, the U.K.-based manufacturer of all-terrain performance cars, parts and rally raid vehicles.
Founded in 1985, Bowler pioneered the production of dedicated off-road competition cars in the U.K. and has achieved success in numerous international rally raid events. The expertise Bowler has amassed for all-terrain vehicle dynamics, low-volume production techniques, and proving the durability of components under extreme conditions, is highly sought-after.
Jaguar's Special Vehicle Operations meanwhile is a fast-growing business that amplifies the key attributes of Jaguar and Land Rover's vehicles: Creating distinctive world-class products - including SV, Vehicle Personalisation and Classic. Adding Bowler as a fourth business unit is thus a natural fit.
Since its inception, Bowler has had a close affiliation with Land Rover, which was formalised with a brand partnership in 2012 that led to the creation of the popular Defender Challenge by Bowler rally series in 2014-2016.
Company founder Drew Bowler's legacy and spirit lives on in the team based at Bowler's premises in Derbyshire, which includes members of Drew's family.
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