Author:

ROBIN ROBERTS

Expect a new generation of Land Rovers to have a much more sporting grip on the market.

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.

Under the agreement, “Powered by Land Rover” badging on Bowler’s competition cars and across its marketing materials acknowledges the role that Land Rover technology plays in the performance and race success of Bowler products.  The “Powered by Land Rover” branding will also be highlighted in joint event and promotional activities.

Bowler will benefit from access to components – powertrain and chassis engineering in particular – and technical and development support from Land Rover.  In addition, the agreement provides a secured piece of ongoing parts business and allows Land Rover’s engineers to stretch themselves creatively and technically on an extreme performance-orientated programme that brings further knowledge to the core road-going Land Rover range.

From its first competition vehicle of the mid-1980s, Bowler has based its racers on Land Rover technology.  The company’s latest models – the £145,000 EXR rally raid competition car and the road-going £155,000 EXR S – both use modified engines, chassis and other components from the Range Rover Sport.

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