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Land Rover formalises Bowler brand partnership

Land Rover has formalised its long-standing relationship with Bowler which has been using equipment from the off-road specialist to create its rally cars for over 25 years.

The Bowler EXR rally car and EXR S road car now sport ‘Powered by Land Rover’ branding.

The partnership will allow Bowler access to Land Rover’s engineering facilities and “a more structured approach” to parts supply and procurement.

The brand partnership will focus on the Bowler EXR rally car, but engineering, development and parts supply will be shared across the Bowler business, and will include the new Bowler EXR S – the first ‘all terrain supercar’.

Both the EXR and EXR S use a modified version of the Range Rover Sport chassis, and both cars use modified versions of the 5.0-litre V8 engine used in Range Rover models.

The EXR uses a FIA-restricted naturally-aspirated 5.0-litre V8 engine, while the EXR S uses a 550bhp version of the supercharged 5.0-litre V8 which will provide supercar performance.

Drew Bowler, Bowler managing director, said: “We’re delighted to announce this partnership, which brings very positive benefits to both Bowler and Land Rover.

“We’ve only ever used Land Rover powertrains, and this relationship will give us access to current Land Rover technologies, and a great platform from which to support our racing activities and develop future models.

“We’re really looking forward to promoting and selling both the EXR and EXR S on a global basis, and the partnership with Land Rover will help us and our customers in terms of aftersales and parts availability”.

Bowler will have a large presence at the Goodwood Festival of Speed where it will run five rally cars on the Activity Field, allowing fans and spectators to experience a Bowler in race conditions, and where the company will also be previewing the new EXR S.

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