London: Tatas-owned Land Rover on Thursday said it has tied up with the UK-based racing vehicle maker Bowler to supply technologies and jointly brand the latter's products.
"Land Rover and Bowler have agreed to a brand partnership, formalising a relationship that has been in place for over a decade," Land Rover said in a statement.
According to the agreement, "Powered by Land Rover" badging will be displayed on Bowler's competition cars and across its marketing materials.
The badge will also be highlighted in joint events and promotional activities, it added.
"Bowler will benefit from access to components -- powertrain and chassis engineering in particular -- and technical and development support from Land Rover," the statement added.
Commenting on the association, Land Rover Brand Experience Director (Global Marketing) Mark Cameron said: "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."
Bowler Managing Director Drew Bowler said Land Rover's support and its technology have helped the racing vehicle maker 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," he added.
Besides, the agreement provides a secured piece of ongoing parts business to Bowler, the statement added.
The first of Bowler's products under the joint badging, -- Bowler EXR S -- will make debut this month and will be priced over 1,55,000 pound (over Rs 1.3 crore).
"The Bowler EXR S, powered by Land Rover is priced from 1,55,000 pound, plus local taxes, and will make its international debut at the Goodwood Festival of Speed (June 28-July 1), where it will be on display at the Bowler Off-Road Activities Field," the statement said.
The Bowler EXR S is fitted with a modified version of the Range Rover Sport's supercharged 5.0-litre V8 engine. The vehicle can reach 60 miles per hour in 4.2 seconds and can attain a top speed of 155 miles per hour, it added.
Since its first competition vehicle of the mid-1980s, Bowler has based its racers on Land Rover technology, including the latest models -- the EXR rally raid competition car and the road-going EXR S -- both using modified engines, chassis and other components from the Range Rover Sport.
First Published: Thursday, June 21, 2012, 16:25