Bowler and Land Rover strike brand partnership deal

Article by Anita Panait, on June 22, 2012

Bowler and Land Rover have formalized their long-standing relationship and became official brand partners for building rally cars. The partnership allows Bowler to gain access to Land Rover’s engineering facilities and a more structured approach to parts supply and procurement. Using its own design and engineering, Bowler has been developing building rally cars using Land Rover powertrain components.

Now that they are officially partners, the Bowler EXR rally car and EXR S road car will now don ‘Powered by Land Rover’ branding as both brands showcase the best of British engineering and design in rally raid events around the world.

Although the brand partnership focuses on the Bowler EXR rally car, engineering, development and components supply will be shared across Bowler’s operations. The partnership will also include the new Bowler EXR S, an “all terrain supercar” developed to cater to increasing demand for the ultimate road-legal rally car.

Both the EXR and EXR S are underpinned by a modified version of the Range Rover Sport chassis and are powered by modified versions of the 5.0-litre V8 engine used in Range Rover models.  The EXR is powered by a FIA-restricted naturally-aspirated 5.0-litre V8 engine, while the EXR S is ran by a 550bhp version of the supercharged 5.0-litre V8, allowing it to perform like a supercar.

According to Drew Bowler, Managing Director of Bowler, they only used Land Rover powertrains in the past but the partnership will give them access current Land Rover technologies as well to a platform from which it could support its racing activities and develop future models. He added that the partnership with Land Rover will help them and their customer for the EXR and EXR S in terms of aftersales and parts availability.

Bowlers will be joining Baja 1000 rally raid in Ukraine and Rally Reykjavik in Iceland this year, and in the Tuareg Rally in Morocco and Silk Way Rally in Russia in 2013. Bowler will also run five rally cars at the Activity Field of the upcoming Goodwood Festival of Speed slated on June 28 to July 1, 2012. Bowler will preview the new EXR S at the Goodwood Festival of Speed.

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