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JLR acquires all-terrain specialist Bowler

Posted on 22 Jan 2020 and read 830 times
JLR acquires all-terrain specialist BowlerJaguar Land Rover (JLR) recently announced that it has acquired Bowler, the UK-based manufacturer of all-terrain performance cars, parts and ‘rally raid’ vehicles (www.bowlermotorsport.com).

Founded in 1985, Bowler pioneered the production of dedicated off-road competition cars in the UK and has achieved
success in international ‘rally raid’ events.

The company has also amassed expertise in the areas of all-terrain vehicle dynamics, low-volume production techniques, and proving the durability of components under extreme conditions.

JLR (www.jaguarlandrover.com) says its Special Vehicle Operations is a fast-growing business that “amplifies the key attributes of the company to create distinctive world-class products — including SV, Vehicle Personalisation and Classic; adding Bowler as a fourth business unit is a natural fit”.

Bowler has always had a close affiliation with Land Rover, and this was formalised with a brand partnership in 2012 that led to the creation of the ‘Defender Challenge by Bowler’ rally series in 2014-2016.

Michael van der Sande, managing director of 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 motor-sport competitions.

It is exciting that we are 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.”

The Bowler business is now fully-owned by Jaguar Land Rover.

Bowler will continue to operate from its premises in Belper for the foreseeable future.