JLR swoops for performance car manufacturer

Belper-based all-terrain performance car manufacturer Bowler has been snapped up by Jaguar Land Rover (JLR).

Bowler has produced dedicated off-road competition cars since its inception in 1985, and has long had a close association with JLR which was formalised with a brand partnership in 2012.

JLR’s Special Vehicle Operations division has now brought the Derbyshire brand fully under its wing, and says its immediate focus is to support Bowler’s employees and customers during the transition.

Bowler will continue to operate from its premises in Belper for the foreseeable future.

Michael van der Sande, managing director at JLR 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.

“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.”