Jaguar Land Rover buys Bowler

ByIsaac BoberDecember 19, 2019
Jaguar Land Rover buys Bowler

Jaguar Land Rover has purchased Bowler, the all-terrain performance and rally raid vehicle maker.

Jaguar Land Rover’s Special Vehicle Operations has purchased Bowler, claiming it’s a “natural fit”. Founded back in 1985, Bowler was responsible for pioneering the production of dedicated off-road competition vehicles. Most were based on Land Rovers.

“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,” Land Rover said.

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.”