Vacuum Company Dyson To Build 'Radically Different' Electric Car (theguardian.com)

British inventor Sir James Dyson has announced plans to build an electric car that will be "radically different" from current models and go on sale in 2020. The Guardian reports: The billionaire who revolutionized the vacuum cleaner said 400 engineers in Wiltshire had been working since 2015 on the 2.5 billion British pound project. No prototype has yet been built, but Dyson said the car's electric motor was ready, while two different battery types were under development that he claimed were already more efficient than in existing electric cars. Dyson said consumers would have to "wait and see" what the car would look like: "We don't have an existing chassis [...] We're starting from scratch. What we're doing is quite radical." However, he said the design was "all about the technology" and warned that it would be an expensive vehicle to purchase. While he did not name a price, he said: "Maybe the better figure is how much of a deposit they would be prepared to put down."

Comments

Re:Sunk Costs

[Actually, I do RTFA]

Half of that was just in battery tech. New battery tech can easily repay 2.5bn even if the car never gets manufactured.

Skeptical

[kiminator]

I wish him success. It'd be wonderful to have a new Tesla-like operation running (in the sense of a new purely-electric vehicle company). But the smart money is on this project utterly failing. There is a huge amount of technical and marketing expertise involved in designing something as complex as a car. If he's coming into this without involving a lot of people really experienced with all aspects of car development, the chances are really good that the project will be doomed to failure. Plus there's the whole manufacturing problem to tackle. Bringing a new car assembly line into production would be monumental, and even contracting with an existing manufacturer for this purpose would be extremely challenging (especially if the differences from existing car designs are substantial, as Dyson apparently wants to achieve).

And if the car is too different from existing designs, he's going to have a hell of a time convincing people to buy it.

Re:Sunk Costs

[rtb61]

Dyson the Apple of vacuum cleaners. Most of their money is spent on creating an image and not on making vacuum cleaners. In terms of marketing, there are sound logical reason why Dyson should not make cars under that brand, it will be forever tainted with, "it sucks", no matter how much they spend, it will simply be crippled in branding terms.

The big problem for Dyson, Tesla and not Tesla itself but the prod on Tesla has created in the rest of the automotive market. Dyson will not be competing against Tesla in reality but against all the other car manufacturers playing catch up with Tesla, a tidal wave of competition, simply too late to the party.

The only market really left to gain early advantage, electric tricycles (a market likely to expand quite significantly, they bring easy ride ability to the motorbike market at very low cost vs cars), although plenty of really small players, still a major market to crack and gain a leading edge in but if Tesla gets there first, than they will kick the rest into competitive mode and again competition becomes really hard.