Jonathan Harford.Placement Presentation

Bowler Off Road.2011 – 2012.

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Bowler

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Bowler business plan

The short / medium Bowler business plan is based around :

•Delivery and exploitation of the Land Rover partnership – use this relationship to drive demand and prove credibility.•Establishing the Bowler Works club to provide racing and adventure experiences for members.•Sales of FIA rally car and road going versions of the rally car.•Marketing and PR activities to support the above.•Media activity to generate export sales.•Appointment of representatives in key existing and potential markets – ideally existing LR franchises, but not mandatory•Direct sales of rally cars from the factory.

•All of the above will be delivered to prove the capability and credibility of the Bowler team and brand.•Racing is essential to the Bowler brand - and its partnership with Land Rover as motorsport rises up the LR agenda.•Bowler will plan to use Land Rover sales distribution in the medium / long term as volumes and overseas demand rises.

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What is Bowler ?

Bowler is the original UK manufacturer of dedicated off road competition cars. Started in 1985 by Drew Bowler the company has grown over the years to become the best known manufacturer of Rally Raid cars in Europe. The company is based on a farm in Derbyshire and employs 10 full time staff for the development, design and manufacture of race and road cars.

Bowler vehicles have always been based on Land Rover componentry and technology and has evolved in parallel with the Land Rover product range. Over the last year, Bowler have developed their relationship with Land Rover and have now formalized this relationship in terms of engineering support, development and marketing / PR. This is a unique relationship and puts Bowler ahead of any of its competitors.

There have been 4 key models in Bowlers history with the EXR being the current one. This car exists as a successful rally car, and the last year has been spent developing this into a new type of road car – an all terrain supercar. Market research has shown that a niche exists for this type of vehicle and that there is a global market place for a competition derived supercar that performs in all weathers and on all surfaces.

As a result of its competition success and the product attributes, the Bowler brand is an internet phenomenon and already generates massive web traffic towards the Land Rover website. Bowler has an enormous international following and has a huge affinity with the automotive media.

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Bowler History

NemesisNemesisUK, Central EU, Gulf, Eastern EUUK, Central EU, Gulf, Eastern EU

Wildcat Wildcat UK, Central EU UK, Central EU

TomcatTomcatUKUK

EXR RallyEXR RallyUK, Central EU, Gulf, UK, Central EU, Gulf, Eastern EU, Australia, Eastern EU, Australia, S. America, RussiaS. America, Russia

Wildcat Wildcat Rights sold to Rights sold to QT ServicesQT Services

TomcatTomcatRights sold to Rights sold to Tomcat MotorsportTomcat Motorsport

Land Rover AgreementLand Rover AgreementTo support and co-promote Bowler brandTo support and co-promote Bowler brand

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2010

2009

2011

2012

2007

2000

1999

1985

Dakar 2007Dakar 2007Third largest factory team entryThird largest factory team entry

Bowler – brand attributes

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• Performance – all Bowler products are engineered and built to deliver performance without compromise, using a combination of power, technology and durability

• Adventure – all Bowler products are designed to deliver ultimate experiences in a variety of environments that go beyond those provided by other products

• Credibility – all Bowler products are the best in their field and each carries the knowledge gained from success in Rally Raid endurance competition

• Empowerment – all Bowler products allow the owner to realise their ambitions by combining all of the above attributes in a world class, and unique, package

Bowler - brand associations

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Style & Image Performance Enthusiasts Professional racers

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Bowler and Land Rover

Land Rover have recognised the opportunity to use Bowler as a marketing mechanism to make the Range Rover brand more dynamic, more attractive to a younger demographic, and increase its off road credibility, by using the Bowler brand without diluting the emerging premium, more environmental attributes of the Range Rover brand itself.

The opportunity exists for Bowler to develop the EXR Rally car into an ‘all terrain supercar’ using Land Rover technology – a road going vehicle combining rally car attributes and performance, with the on road behaviours of premium supercar. The prototype of the proposed car (the EXRS) has received universal acclaim and has generated customer orders and dealer interest globally.

Land Rover are keen for Bowler to be present in FIA racing and will leverage the association in ‘pro rally raid’ markets in Europe and South America. In parallel with this, and in conjunction with Land Rover, Bowler are developing the EXRS as a road car, which will be ultra low volume and will potentially be promoted and sold via selected Land Rover dealers as the ultimate all terrain supercar.

It is hoped that short term competition participation and success of Bowler will provide sufficient media exposure and positive brand associations for Land Rover to reinforce their ‘off road’ credibility as their mainstream products become more premium and sophisticated, and manufacturers such as BMW, VW, Nissan compete in Rally Raid.

EXR prototype – summer 2011

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Company Strategy3 areas of business

Competition VehiclesCompetition Vehicles Road VehiclesRoad VehiclesBrand ExtensionBrand Extension

Bowler Works Club• One make adventure

series Works Rally Team

• FIA Competition• In conjunction with

Land Rover

Merchandising• Performance clothing• LR vehicle accessories• LR performance

tuning Licensing

• Toys and computer games

• Performance versions of cycles, boats etc

EXRS• High performance

road derivative of EXR Rally car

New Products• Bowler versions of

Evoque or New Defender

Summary of placement

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Role on placement :

•Member of the Bowler development team for the new EXR S road car•Appointed as the interface between Bowler and Project Mobility•Supplier liaison in relation to body and upper structures

Projects undertaken

•Development of road car aftersales plan – handbook, warranty terms, parts provisions•Involvement in customer research and subsequent attribute and feature planning•Organisation of test event and support of Project Mobility from Bowler perspective

Development over placement period

•Gained confidence in inter-personal skills such as negotiation, questioning and understanding•Gained an appreciation of teamwork in a small business and commercial operation•Saw the practical application of concepts and theory learned in Year 1

Skills developed over placement period •Developed skills relating to time and project management and presentations•Experienced negotiating with suppliers and partners•Experience in customer research and assessing customer needs and expectations

First rally EXR at Goodwood Festival of Speed 2012

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