Dyson are building an electric car! On face value vacuum cleaners to cars seems like a giant leap in terms of brand evolution, but in practice, Dyson have been continually pushing the performance boundaries of electric motors and batteries for years.
James Dyson says he has 400 engineers working on the £2.5bn project – he doesn’t do things by halves! In true inventor style, James Dyson says that he doesn’t know what the car will look like … it’s all about the technology and ... it will be expensive! Dyson’s positioning and reputation are so strong that they can tell consumers that their next big thing will not only be great, but it’ll cost a lot … and yet people are still excited!
If past success is anything to go by, Dyson will almost certainly clean up in the electric car market too!