Jaguar Land Rover today announces it has acquired Bowler, a UK-based manufacturer of all-terrain performance cars, parts, and rally raid vehicles.

Founded in 1985, Bowler pioneered the production of dedicated off-road competition cars in the UK and has achieved success in international rally raid events. The expertise Bowler has amassed for all-terrain vehicle dynamics, low-volume production techniques, and proving the durability of components under extreme conditions, is highly sought-after.

Special Vehicle Operations is a fast-growing business that amplifies the key attributes of Jaguar and Land Rover vehicles to create distinctive world-class products – including SV, Vehicle Personalization, and Classic. Adding Bowler as a fourth business unit is a natural fit.

Since its inception Bowler has had a close affiliation with Land Rover, which was formalized with a brand partnership in 2012 that led to the creation of the popular Defender Challenge by Bowler rally series in 2014-2016.

Company founder Drew Bowler died suddenly in 2016, but his legacy and spirit lives on in the team based at Bowler’s premises in Derbyshire, including members of Drew’s family.