Jaguar Land Rover Acquires All-Terrain Performance Specialist Bowler

Jaguar Land Rover has acquired Bowler, the UK-based manufacturer of all-terrain performance cars, parts and rally raid vehicles, the company announced.

Founded in 1985, Bowler produces off-road competition cars in the UK and has achieved success in international rally raid events.

Since its inception, Bowler has had a close affiliation with Land Rover, which was formalized with a brand partnership in 2012 that led to the creation of the Defender Challenge by Bowler rally series in 2014-2016.

“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,” said Michael van der Sande, managing director, Jaguar Land Rover Special Vehicle Operations. “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.”

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.