Bowler and Range Rover

Yesterday we talked a little bit about the Qt Wildcats that will be driven by the Race2Recovery team in next year’s Dakar Rally. Those Wildcats were originally designed by Bowler. Bowler, a UK-based manufacturer known for its raid rally vehicles, has had a long-established relationship with Land Rover. However, it wasn’t until recently that Land Rover and Bowler chose to enter into an official brand partnership.

The Agreement

Under the new agreement, Bowler’s competition vehicles and related marketing materials will display a “Powered by Land Rover” banner. The new partnership will also be highlighted through event and promotional activities. Bowler, for its part, will enjoy access to powertrain and chassis components along with technical and development support from Land Rover. Bowler will provide Land Rover with access to its knowledge of extreme performance-oriented engineering.

“For over twenty years, Land Rover’s technology has powered Bowlers on some of the toughest and most grueling off-road sporting events in the world … this new formal partnership will fully acknowledge the role of Land Rover technology in Bowler’s high performance all terrain cars,” said Mark Cameron, Land Rover Brand Experience Director.

Potential Implications

Bowler’s involvement could influence the final development of the 2015 Defender.

This new arrangement is interesting chiefly for what it could bring to Land Rover in the near future. Bowler’s involvement could potentially influence the final development of the 2015 Defender (or perhaps a special edition of the same) and also have an impact on Jaguar Land Rover’s Engineered To Order (ETO) division. The ETO division recently released Victoria Beckham’s Range Rover Evoque Special Edition, but there’s no particular reason ETO has to limit itself to urban editions differentiated primarily by cosmetics. 

More Good News for Brand Traditionalists

This is more good news for Land Rover brand traditionalists who have been voicing concerns over the past few years that Land Rover was quickly abandoning its off-road heritage and diluting the brand by focusing its brand image on fashion, urban, and similar segments. This latest news builds on recent endeavors such as the Journey of Discovery, which saw the 1,000,000th Discovery undertake a Birmingham to Beijing expedition, and the aforementioned sponsorship of the Race2Recovery Dakar Rally team.

Bowler and Range Rover Front View

The Range Rover Sport shown in the illustrations here is a nod to the EXR and EXR-S rally raid competition cars produced by Bowler. The vehicles use modified engines, chassis, and other components derived from the Range Rover. 

Bowler and Range Rover Grill

Bowler Front View

Bowler Rear View

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