Dyson sticks to things that suck.
The short version:
- Dyson, the company known for its vacuums, has ended its efforts to build an electric vehicle.
- Sir James Dyson says the engineers had developed a “fantastic electric car” but the company could not make it commercially viable.
- Dyson planned to invest more than $1.5 billion into the project, which would develop a car not aimed at the mass market.
- Dyson says it will still invest a large amount of money in developing battery technology.
- “This is not the first project which has changed direction and it will not be the last.”
Although it’s always hard to see somebody drop out of the electric vehicle market, I’m glad Dyson is doing it now instead of after burning more cash. Breaking into a non-parallel industry is expensive and can fracture a company. That’s why often entirely separate companies are created, not just separate divisions. Hopefully, their advancements in battery technology will add to their current offerings as well as the EV industry. How about a vacuum that has a 300-mile range? 😉