Land Rover snaps up Bowler

Jaguar Land Rover (JLR) has bought Bowler, the cult British motorsport team responsible for wild Land Rover-based rally racers.

Bowler has been creating wild off-road race cars since 1985 and will be incorporated into JLR's Special Vehicle Operations (SVO).

There's no word whether Bowler, under SVO supervision, will now be able to produce high-performance version of the current Land Rover SUV line-up, but it's thought the new official tie-up will give the East Midlands-based firm early access to the next Defender.

It's believed JLR snapped up Bowler on the basis of its ability to produce durable, race-winning all-terrain vehicles and its low-volume manufacturing techniques.

Land Rover previously had a relationship with Bowler. The two companies worked together on a one-make Defender-based rally series that ran from 2014 to 2016.

As part of the purchase, Bowler will not move to Land Rover's HQ but remain a satellite operation at its Derbyshire base.

Commenting on the purchase, JLR SVO 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.”