Thursday 21st June 2012

Official alliance between Land Rover and Bowler

New agreement signals closer ties between LR and extreme off-roader company

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Land Rover and Bowler have agreed to a brand partnership, formalising a relationship that has existed between the two for more than 20 years.

The agreement allows for greater exposure of the Land Rover origins found in Bowler products. 'Powered by Land Rover' badges will feature more prominently on the cars, and have a more significant role in marketing exercises. The slogan will also form the basis of joint promotional events.

Bowlers have always used Landie stuff...

Bowler will benefit from the partnership through continued (and presumably now preferential) access to powertrain and chassis components. The deal also guarantees a supply of spares directly from Land Rover.

According to Bowler, the agreement will allow for Land Rover's engineers 'to stretch themselves creatively and technically' on a performance-orientated programme for core Land Rover models. Don't expect anything too extreme in the near future, but it is likely the two brands will now exert slightly more influence on each other in design and engineering.

Land Rover's Brand Experience Director, Mark Cameron, believes the agreement will "fully acknowledge the role of Land Rover technology in Bowler's high performance all-terrain cars". He also says Land Rover is "proud to have been part of Bowler's success." Bowler's MD Drew Bowler is "very pleased that the relationship has been formalised" as Land Rover has helped them establish their formidable off-road reputation.

...now it's official!

Bowler has been basing its competition vehicles on Land Rover products since the 1980s; this official partnership comes at a great time for the company. It's about to launch the EXR S, its first road-legal offering, and the Bowler we reported on back in the summer of last year. Based on the supercharged Range Rover Sport, it is significantly lighter (1,800kg) and more powerful (558hp) than the standard car. Combined with 520lb ft, Bowler claims a 0-60mph time of 4.2 seconds for the EXR S, and a top speed of 155mph. Available from £155,000, the EXR S will make its debut at the Goodwood Festival of Speed next week.

[soad]

That Bowler looks such a beast!!

[M@1975]

Awesome, that is all.

[Toffer]

Lovely...does anyone remember the Bowler on Top Gear with the Rover V8 5.0 litre TVR engine?
http://www.youtube.com/watch?v=RQ6rgWXiV24

[RickofManc]

I want one.
It will sound immense!

[Timboler]

Does this mean we can expect LR Bowler performance variants? Like an AMG or M-Sport? I quite like the idea of a Bowler RR Sport.... or a Bowler Evoque RS!?

[mat205125]

Extatic for Bowler that they will have more access to the parts, tech and experience of the Land Rover empire, however I hope that the brand will always keep their identity unique, and not be abused be Land Rover as a marketing toy leading to a range of tastless stick on tat to adorn performance styled vehicles ... e.g. footballers moving from 22" chrome bling, to licenced fake snorkels, bars and sump protection.

[Dave Hedgehog]

soad said:

That Bowler looks such a beast!!

indeed i dislike 4x4 but the bowler

[suffolk009]

I think I'd rather have a Land Rover Bowler than a Land Rover Beckham.

[Stew2000]

Timboler said:

Does this mean we can expect LR Bowler performance variants? Like an AMG or M-Sport? I quite like the idea of a Bowler RR Sport.... or a Bowler Evoque RS!?

I hope so.

[annodomini2]

More likely that LR wants to head for racing to boost marketing. e.g. Pikes peak or Paris-Dakar.

[B10]

I'm bowled over.


Sorry

[madbadger]

M@1975 said:

Awesome, that is all.

This.

[[AJ]]

Excellent. It's about time Blowler got proper factory support. Great for Land Rover to have some credible parters to counterbalance the Kahn tripe too!

[andyps]

Great news and very logical for both parties, well done.

[jamespink]

Absolutely the tool for modern UK roads. Here is a clip: http://www.youtube.com/watch?feature=endscreen&amp...

[DE15 CAT]

Timboler said:

Does this mean we can expect LR Bowler performance variants? Like an AMG or M-Sport? I quite like the idea of a Bowler RR Sport.... or a Bowler Evoque RS!?

A land bowler sounds like a great idea, but I expect we will also suffer the emergence of a bland bowler for the t.o.w.i.e chavs.

[groomi]

Can we now have a 'works' Bowler Land Rover in the Dakar please?

[Switch]

jamespink said:

Absolutely the tool for modern UK roads. Here is a clip: http://www.youtube.com/watch?feature=endscreen&amp...

~Is that a tin of Birds Finest I see at 1:50?

[bobzilla7]

As an owner of Drew's first incarnation of the Bowler, I think this is great news, however I don't think the name will be ported across. That just wouldn't work and would water down both brands.

[Trusty Steed]

I live fairly near the company, who are based in Hazelwood, Derbyshire. I do often see their creations growling round the lanes!! They do sound so much better than my TD5!! Nice one Bowler, keep em coming!!