Bowler Will Now Make Fun Land Rovers As Part Of JLR!

• Bowler is an off-road specialist that works on all-terrain performance models and raid vehicles.
• Bowler and Land Rover joined hands in 2012, which spawned the popular Defender Challenge.
• Bowler was founded in 1985 by Drew Bowler.

British carmaker Jaguar Land Rover has acquired Bowler Manufacturing, an off-road specialist that works on all-terrain performance models and raid vehicles. Bowler primarily works on Land Rover SUVs and some of their noted works include the Wildcat, which is based on the erstwhile Defender. Bowler will be the fourth division under Jaguar Land Rover’s Special Vehicle Operations, which also comprises SV, Vehicle Personalisation and Classic. 

Bowler and Land Rover joined hands in 2012, and the partnership eventually spawned the popular Defender Challenge by Bowler rally series in 2014-2016. Now, the off-road specialist company is fully owned by JLR and we hope to see some high-performance off-road vehicles from the new combo.  

Bowler was founded in 1985 by Drew Bowler. It has proficiency in dedicated off-road competition cars in the UK and has won many international rally raid events. Bowler is also known for its expertise in the dynamics of an all-terrain vehicle, low-volume production techniques and proving the quality of components under high stress. Bowler will continue to operate from its premises in Belper, England

Here’s what Jaguar Land Rover had to say:

Press Release:

18 December 2019, Belper, Derbyshire, UK – Jaguar Land Rover today announces it has acquired Bowler, the UK-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 UK and has achieved success in 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.

Special Vehicle Operations is a fast-growing business that amplifies the key attributes of Jaguar and Land Rover vehicles to create distinctive world-class products – including SV, Vehicle Personalisation and Classic. Adding Bowler as a fourth business unit is 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 died suddenly in 2016, but his legacy and spirit lives on in the team based at Bowler’s premises in Derbyshire, including members of Drew’s family.

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.”

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.