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.

According to Land Rover Managing Director Phil Popham, the Range Rover Sport's performance, handling, and ride have been transformed, thanks to new engines and new transmission and chassis systems. These enhancements are combined with a revised interior, which boasts a contemporary style and luxury. With these changes, it is apparent that Land Rover’s Range Rover Sport continues to be the quintessential SUV sports tourer.

The Range Rover Sport maintains its spot as the most dynamic and most exciting member of the Land Rover lineup, with its comprehensive package of design and engineering changes for its 2010 model. The vehicle's stylish new look signals its transformation under the skin, including its use of two efficient and powerful new engines – the LR-V8 5L Supercharged and the LR-V8 naturally aspirated. Furthermore, it benefits from enhanced interior refinement and craftsmanship, as well as the significant improvements to its driving dynamics, both on-road and off-road. More specifically, the comprehensive modifications to its chassis system transformed the on-road dynamics of the Land Rover Range Rover Sport, and, at the same time, delivered substantial improvements in its off-road capabilities.

New systems have also been introduced, such as Adaptive Dynamics. These work hand in hand with the Dynamic Response on Supercharged vehicle models. These new systems, along with the addition of the Dynamic program to its Terrain ResponseTM system, help enhance the Range Rover Sport’s ride quality and agility. Further improvements to this Terrain ResponseTM system also help ensure that the vehicle’s off-road capability remains at class-leading level.

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