18th December 2019

Land Rover acquire performance 4x4 specialists Bowler

Bowler set to be run by Jaguar Land Rover’s Special Vehicle Operations division.

British all-terrain performance specialists Bowler have been bought by Jaguar Land Rover and now form part of JLR’s Special Vehicle Operations Division; the same division that’s responsible for the brand’s SVR and SVAutobiography range.

Founded in 1985 by the late Drew Bowler, Derbyshire-based Bowler has long-specialised in the development and production of competition and Rally Raid Land Rovers, as well as creating and supplying parts for normal Land Rovers to be modified by enthusiasts.

Bowler will now be run by the SVO team alongside their other businesses in SV, Vehicle Personalisation and Classic. Whilst there are no plans to incorporate Bowler vehicles into the SVR lineup, JLR have stated there’s a possibility of special edition Bowler vehicles based on existing and future Land Rover models. SVO’s Managing Director, Michael van Der Sande, 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.”

Bowler have earned an enviable and highly-regarded reputation which JLR plans to tap into; such as their competition-level vehicle dynamics, the robustness and durability of their components under extreme all-terrain weather conditions, and the low-volume production techniques that Bowler have mastered.

Bowler have actually been working with Land Rover since 2012 when a partnership was first struck for the two brands to collaborate going forward . This resulted in the creation of the 2014–2016 fan favourite rally series the Defender Challenge by Bowler.

It has also been confirmed by JLR that Bowler won’t be moving into the brand’s SVO HQ in Coventry, and will instead continue to operate out of their original headquarters in Belper, Derbyshire.