Sir Dyson is a wildly successful British entrepreneur. He was recently named 'richest man in Britain', and he has a stunning record for doing two things: being innovative, and making money. Not many people manage that balance, and on one end of the scale, you have people like Elon Musk, on the other, people like Donald Trump.
Dyson has become a household name, like Apple or Gucci, so when they decided to branch into the car world, everyone knew it wasn't going to be the norm. It would be wild. And now, we know what went on deep inside Malmesbury headquarters.
First, let me take you on a little story. Electric cars had begun their takeover, and Sir Dyson saw the beginnings of a wave. In October 2018, he purchased a factory in Singapore, announcing his intent to build an pioneering electric car. Why? Well, the UK is leading development of solid-state batteries, a new type that promises more range, less raw material, and smaller storage. And yet, not many have bought into the idea, therefore creating a niche.
Apple and Google had already begun development, and as we can see from Tesla, electric cars aren't meant to be exciting, therefore making a tech company the perfect candidate. After concepts, designs and engineering, Dyson created a 7 seat SUV with geniune interior space, all in a footprint smaller than a BMW or Mercedes SUV with the same space. It had a minimalist interior, with no screens, just a steering wheel and head up display. Even the gearbox was on the steering wheel!
The seats took up way less space than conventional design, and a lounge feel was achieved throughout. The massive suicide doors at the rear ensure easy access, and throughout it felt like the car was designed from scratch, if 'the car' was invented today.
Alas, it was not to be. Let me tell you a secret. Tesla is yet to turn profit, in all the 15 years it has existed. The BMW i Cars lost BMW money, same with the Jaguar I-Pace and Audi e-tron. Big companies are only making electric cars to lower fleet emissions. You probably heard that Dyson's EV was going to cost £150,000, but even at that price, he still would have just scraped a profit, which would barley contribute to the massive upfront investment.
And for the UK's smartest man, that wasn't good enough...