Bowler Teams Up With Land Rover

After years of engagement, finally these two commit to a long-standing relationship! Land Rover and Bowler, the UK-based manufacturer of all-terrain performance cars and rally raid vehicles, have agreed to a brand partnership, formalising a relationship that has been in place for over a decade.

This new partnership will enable Land Rover and Bowler to realise even greater value from their relationship, meaning that Bowler will provide Land rover with a greater motorsport career in rally raid events and stuff like that, while LR gives Bowler its much needed technology and logistics support.

The brand partnership will focus on the Bowler EXR rally car, but engineering, development and parts supply will be shared across the entire Bowler business, and will include the new Bowler EXR S. Bowler cars will use a “Powered by Land Rover” branding to honor the relationship.


LR press release:

Since its first car was built 25 years ago, all Bowler rally cars have been developed and built using competition-derived Bowler design and engineering, and have always used Land Rover powertrain components. This process has delivered four generations of class-leading rally cars, and will continue now that Bowler has access to Land Rover’s world-class engineering facilities and a more structured approach to parts supply and procurement.
From its first competition vehicle of the mid-1980s, Bowler has based its racers on Land Rover technology. The company’s latest models – the EXR rally raid competition car and the road-going EXR S – both use modified engines, chassis and other components from the Range Rover Sport.

Mark Cameron, Land Rover Brand Experience Director, Global Marketing, said: “Bowler vehicles demonstrate the kind of performance, ride, handling and chassis dynamics that a vehicle powered by Land Rover is capable of when taken to the extreme and liberated of most practical constraints.

“For over twenty years, Land Rover’s technology has powered Bowlers on some of the toughest and most gruelling off-road sporting events in the world. We’re proud to have been part of Bowler’s success and, just as its latest models come to market, this new formal partnership will fully acknowledge the role of Land Rover technology in Bowler’s high performance all terrain cars.”

Drew Bowler, Managing Director of Bowler, said: “It is Land Rover’s support as well as its technology that has helped Bowler to gain an incredibly strong reputation for extreme off-road performance over the last two decades. And as we embark on a new era for the business – introducing our first model engineered for use outside competition racing – I’m very pleased that the relationship has been formalised.

“With the extra confidence that comes from this brand partnership, I look forward to working with Land Rover to ensure that both parties realise the full potential of our collaboration. With bold and ambitious plans, I’m sure that there are exciting times ahead in which both parties will enjoy positive benefits for our respective brands.”

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