Land Rover and Bowler, the UK-based manufacturer of all-terrain performance cars and rally raid vehicles formalise a decade-long relation ship by agreeing to a brand partnership. This is intended to enable Land Rover and Bowler to realise greater value from the relationship. Under the agreement, 'Powered by Land Rover' badging on Bowler’s competition cars and across its marketing materials acknowledges the role that Land Rover technology plays in the performance and race success of Bowler products. The 'Powered by Land Rover' branding will also be highlighted in joint event and promotional activities. Bowler will benefit from access to components, powertrain and chassis engineering in particular, and technical and development support from Land Rover. In addition, it is said, 'the agreement provides a secured piece of ongoing parts business and allows Land Rover’s engineers to stretch themselves creatively and technically on an extreme performance-orientated programme that brings further knowledge to the core road-going Land Rover range.'
From its first competition vehicle of the mid-eighties, Bowler has based its racers on Land Rover technology. Its latest models, the EXR rally raid competition car and the road-going EXR S, both use modified engines, chassis and other components from the Range Rover Sport. Mark Cameron, Land Rover Brand Experience Director, Global Marketing, said, 'Bowler vehicles demonstrate the kind of performance, ride, handling and chassis dynamics that a vehicle powered by Land Rover is capable of when taken to the extreme and liberated of most practical constraints. For over twenty years, Land Rover’s technology has powered Bowlers on some of the toughest and most gruelling off-road sporting events in the world. We’re proud to have been part of Bowler’s success and, just as its latest models come to market, this new formal partnership will fully acknowledge the role of Land Rover technology in Bowler’s high performance all terrain cars.'
Drew Bowler, Managing Director of Bowler, said, 'It is Land Rover’s support as well as its technology that has helped Bowler to gain an incredibly strong reputation for extreme off-road performance over the last two decades. And as we embark on a new era for the business, introducing our first model engineered for use outside competition racing, I’m very pleased that the relationship has been formalised. With the extra confidence that comes from this brand partnership, I look forward to working with Land Rover to ensure that both parties realise the full potential of our collaboration. With bold and ambitious plans, I’m sure that there are exciting times ahead in which both parties will enjoy positive benefits for our respective brands.'
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