Jaguar Land Rover Acquires Bowler Manufacturing

Bowler Manufacturing, the British company famous for customizing and tuning Rovers, has just been acquired by Jaguar Land Rover Limited.

Founded in 1985 by Drew Bowler, Bowler Manufacturing has delivered tough, off-road ready vehicles, and has continued to do so for almost 35 years. Today, Jaguar Land Rover has announced that it has purchased Bowler, making them a new subsidiary for Jaguar Land Rover Limited’s Special Vehicle Operations division.

Michael 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. At 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.”

Special Vehicle Operation is a specialist team of Jaguar and Land Rover designers, technicians, and engineers who are all dedicated to improving the performance and luxury capabilities of both Jaguar and Land Rover vehicles. There are now three branches of the Jaguar Land Rover Special Vehicle Ops, namely:


  • Vehicle Personalization, which undertakes bespoke commissions, one off vehicles, and custom ordered options like Jaguar Land Rover’s optional accessories and Premium palette paint.


  • The Classic branch is the official source of authentic cars, expert services, and genuine parts for classic Jaguar and Land Rover vehicles and enthusiasts all around the world.


  • And now Bowler, which comprises the businesses of Bowler Brands Limited, Bowler Motor Sort Limited, and Bowler Manufacturing Limited. Bowler handles the manufacturing of all terrain performance cars and rally raid vehicles.

This isn’t the first time Bowler and Jaguar Land Rover, as the two companies has formerly formalized a brand partnership back in 2012. This collaboration birthed the Defender Challenge by Bowler Rally Series, using Bowler machines and basing it on the old Defender platform.

Jaguar Land Rover has confirmed that Bowler Manufacturing will continue to operate in its current headquarters in Belper, UK.


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