Land Rover bought the famous off-road tuning studio BowlerDecember 18, 2019
The famous British company Bowler, which built its very good SUVs based on Land Rover models, is now fully owned by the prestigious automaker.
Jaguar Land Rover has completed the acquisition of Bowler. It is worth noting that this company has long been committed to creating its own SUVs based on serial models of the Land Rover brand. According to the plan of the prestigious brand, the acquired company will now be associated with other special units of Jaguar Land Rover, which create more powerful, oriented to conquer even the most “fierce” off-road, versions of production models.
According to representatives of the automaker, at the moment it is not planned to produce high-performance models of Land Rover crossovers and SUVs under the SVO brand, but it is quite possible that they will receive the Bowler prefix.
“For nearly 35 years, the Bowler name has been a symbol of innovation and success, and their reputation is backed up by participation in the most challenging off-road competitions in the world,” – said Michael van der Sande, Managing Director of the Jaguar Land Rover Special Vehicle Operations. “Interestingly, we can now participate and lead the future of the Bowler brand as part of the Jaguar Land Rover.”
The acquisition of Bowler strengthens several years of partnership between the two companies. Bowler modified Land Rover off-road models since 1985, and in 2012, the two sides officially joined together to create the Bowler Defender Challenge SUV, using the platforms of the old Defender.
While Bowler is now wholly owned by the British Jaguar Land Rover, it will continue to work on its own projects.
Not so long ago, our publication wrote that Rimac is aware of the popularity of crossovers, but will continue to create electric supercars. Despite the fact that crossovers from supercar brands are in great demand, Rimac is not going to deviate from the line of electric supercars. In the near future, the company will not produce crossovers, or other cars from more profitable segments.
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