Despite Dyson’s promise of delivering multiple versions of an electric car that would surpass everything we’ve seen before and confirmation that it had functional prototypes already in testing, the company has axed its EV program entirely.
The firm announced its decision on Thursday, quoting founder James Dyson directly. “The Dyson Automotive team have developed a fantastic car; they have been ingenious in their approach while remaining faithful to our philosophies,” he explained. “However, though we have tried very hard throughout the development process, we simply cannot make it commercially viable.”
Dyson stated that the company was unable to find a buyer for the project, leading the board to suggest the £2.5 billion ($3.11 billion) automotive project be abandoned. While the corporation did not indicate how much of the capital was leftover, it said the funds would be used improve the Dyson Institute of Engineering and Technology or funneled into other tech programs. Any advancements stemming from its EV research will be utilized wherever possible — including commercial licensing agreements.
Dyson, the UK-based maker of innovative vacuums and fans, plans to launch an electric vehicle in about two years’ time — a promise backed up with over $2 billion in funding and the poaching of former Infiniti president Roland Krueger, who now heads the company’s automotive division.
The fledgling automaker doesn’t want to be an also-ran in the still-fledgling EV field. As the clock ticks closer to a real, physical car, new patent drawings reveal what it may look like.
Noted dust magnate Sir James Dyson is moving ahead at cyclonic speed with his electric car endeavors, hiring 300 new employees to work on an EV due for launch in 2020.
Apparently seeing a vacuum in the car market, Dyson intends to use its expertise and recent acquisition of a battery company to clean up the world’s air pollution. Plans are moving at such a swift rate that the EV team is moving into a new state-of-the-art 750 acre campus, Dyson’s second R&D campus in Britain.
Last year, British appliance manufacturer Dyson said it would devote $2.7 billion towards the development of an electric car. The plan was to build a vehicle using advanced solid state batteries and bring it to market in 2020. There was no shortage of jokes about how a company that primarily produces vacuum cleaners would probably make a car that really sucked wasn’t very good.
However, the joke seems to be on them, as Dyson isn’t working on an electric car at all. Recent reports seem to indicate it’s actually developing three. But you can still snicker about the overly ambitious battery timeline, because there is practically no way the company can hit that target. Instead, it looks as if Dyson will rely on lithium-ion batteries rather than solid state on the first car — effectively eliminating the one big advantage it would have had when entering the market.
As you know, Dyson, the vacuum/hairdryer manufacturer, is moving into electric vehicles. The company has made plans to introduce a radical example (with new solid-state batteries) to market by 2020 that will suck and blow you away. But you only found out last year, which was long after Tesla Motors caught wind of a fresh competitor on the horizon.
Apparently, an engineer spilled the beans to Tesla’s legal representation around the same time he was being interviewed for a position at the automaker. If you’re wondering if he got the job, he did.
This is the second time Dyson’s plans for EV secrecy went haywire. Its public announcement wasn’t supposed to be until September of this year. However, a slip-up by the British government saw its National Infrastructure Delivery Plan mention that the public would help fund the company in “developing a new battery electric vehicle” — giving away the secret in 2016.
Herbert Hoover promised Americans a chicken in every pot and a car in every garage, but another man with a vacuum-associated name, James Dyson, wants to put electric cars in every parking spot.
Dyson, maker of strangely desirable vacuum cleaners and unsettlingly futuristic fans shaped like an elongated oval, wants to build you a car. Of course, we told you this last year, after the British government let slip that it was “funding Dyson to develop a new battery electric vehicle at their headquarters in Malmesbury, Wiltshire.”
The secretive UK-based company now claims you’ll see its new car in just three years.
The maker of all things that blow is apparently sucking up some government cash to build an electric car.
Britain’s The Guardian is reporting that Dyson is receiving a public subsidy from the British government to develop an EV, a project that will no doubt draw from the company’s depth of knowledge regarding small electric motors.
“There’s only one word that’s banned in our company: brand,” Mr. Dyson said, speaking at “Disruption By Design,” a conference put on by Wired on Tuesday. “We’re only as good as our latest product. I don’t believe in brand at all.”
I agree with Dyson. Brand is an utterly obnoxious word. Brand really just means “reputation”. As we’ve seen before, “building your brand” without any substance behind it will be immediately exposed as fraudulent. But brands still matter.