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.
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.
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
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.
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.
immediate focus is on ensuring continuity of support for Bowler employees and
customers during this transition to Jaguar Land Rover.”
Bowler business is now fully-owned by Jaguar Land Rover. Bowler will continue
to operate from its premises in Belper for the foreseeable future.