Land Rover acquires Bowler

Land Rover today announces it has acquired Bowler, the UK-based manufacturer of all-terrain performance cars, parts and rally raid vehicles.

Photo by Jaguar Land Rover

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 formalized 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 live on in the team based at Bowler's premises in Derbyshire, including members of Drew's family.

Bowler's motorsport heritage
1985 Drew Bowler begins making and selling competitive safari and trials cars from his home in Derbyshire

1991 Drew Bowler wins ARC National Comp Safari

2000 Bowler first competes in world-famous Dakar Rally in Africa, and races in central Europe

2004 Bowler vehicle wins British Hill Rally Championship

2005 Bowler's largest-ever Dakar entry means it’s the second-largest factory team and has the highest finisher rate

2006 Bowler vehicles win both the British Baja National Championship and the French Baja

2012 Bowler agrees on a formal brand partnership with Land Rover across sponsorship, marketing, and engineering

2014 Defender Challenge launched to prepare competitors for Dakar. Bowler moves into a new production facility

2016 CSP development begins. Company founder Drew Bowler sadly passes away in November

2018 Bowler vehicles claim first, second and fourth overall on Tuareg Rallye. Military CSP concept debuts

2019 Jaguar Land Rover acquires Bowler