Dyson Abandons Electric Vehicles: Its not profitable to develop a great car

category:Finance
 Dyson Abandons Electric Vehicles: Its not profitable to develop a great car


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On October 10, Fortune cited an e-mail from James Dyson, the founder of Dyson, to all employees saying that although we have done our best in developing [electric vehicles], we still havent found a way to commercialize them.

In fact, Dayson wrote in an e-mail that the company has developed a great car, but it cant make a profit from it. In addition, Dyson mentioned that the company had tried to find a buyer for the project, but failed.

According to the Financial Times, Dyson has invested 2.5 billion in emerging technology to develop artificial intelligence, electric vehicles, robots and batteries, with an investment budget of 1 billion each for electric vehicles and batteries.

And Dayson had high hopes for the electric vehicle business. Last October, Dayson announced the establishment of its first electric vehicle manufacturing plant in Singapore and plans to start construction of a two-storey production facility. It is expected to be completed by 2020, laying the foundation for its electric vehicle market in 2021.

In terms of talent allocation, Dyson is also ambitious. According to Peng Mei News, Daysons head of global production and development is Ian Minards, former engineering director of Aston Martin and Andy Gawthorpe, former director of automotive commerce, who served as director of marketing strategy and planning for Jaguar Land Rover, while John Stamford, former engineering director, was the electricity supplier in the UKs engine division of Mercedes AMG F1. Subproduct Supervisor.

Earlier this year, according to the European Automobile News, Dyson also announced the appointment of Roland Krueger, former Infiniti global president, to take charge of its electric vehicle business.

As a result of the closure of the business sector, Dyson Electric Vehicle Manufacturing in Singapore will also be affected. Fortune magazine quoted Dayson as saying that the company tried to transfer some of its employees to other business units, but some of its employees might face unemployment risks.

At the same time, Dayson announced that it would not stop developing batteries and motors, and that new technologies could be used in household appliances.

Crossover Dayson renounces car building

The cross-border car-building project, which lasted several years and had a total investment of 10 billion RMB, came to an abrupt end.

On October 10, local time, Dayson, a British electrical company, announced that it would give up building cars.

Founder James Dyson said in an email: the Dyson car team has developed a great car... Although we have made great efforts in the whole development process, we can not make it commercially viable.

Dayson himself highly praised the car in his e-mail. The design is unique and fully in line with Daysons philosophy, and said that canceling the car project is not a product failure, nor a team failure.

Dyson also said the company had sought to sell the car project, but had not found a suitable buyer, so the board had to cancel the car project.

The cross-border car-building project, which lasted several years and had a total investment of 10 billion RMB, came to an abrupt end.

In August 2018, Dayson registered the new trademark Digital Motor in the UK to prepare for its new car. Meanwhile, Dayson also invested 200 million in the Haraventon Military Airport Park in the UK to build new office buildings and test facilities.

In October of the same year, Dayson announced that members of the board of directors had approved the construction of its first electric vehicle manufacturing plant in Singapore. According to the plan, the new plant would be built in 2020 and the first batch of electric vehicles would be put into production in 2021.

However, as another cross-border in the wave of automotive industry electrification, Daysons car-building project is not welcomed by the outside world. The analysis shows that the whole vehicle R&D investment is large, the cycle is strong, and Dayson has no intention to cooperate with the whole vehicle manufacturer, so the plan is bound to have considerable challenges.

But Dayson has ambitious plans, and has always stressed that the new model will be a high-tech car, and completely different from any existing vehicle.

The specific information of the Dayson model has been rather mysterious. In May this year, Dayson released several patent drawings related to electric vehicles. Some media have analyzed some of the features of the Dayson electric vehicle on these drawings, and speculated that the prototype car was a large SUV similar to the Land Rover Range Rover (about 5 meters long). In addition, the progress of Daysons manufacturing plant in Singapore is also a mystery. Media information shows that the factory was initially planned to start construction in December 2018, but in fact, until the middle of June this year, Luo Wenwei, CEO of Dyson, said in an interview that the ground will be broken soon. After the cancellation of the car project, Dayson said it would continue its 2 billion investment in new technology and use the remaining funds to expand its business in Mamsbury, Haraventon, Singapore and other global locations. After abandoning vehicle development, Dysons future research and development in this field will focus on solid-state batteries, sensors, vision systems, robotics technology, robotic learning and AI development.

The specific information of the Dayson model has been rather mysterious. In May this year, Dayson released several patent drawings related to electric vehicles. Some media have analyzed some of the features of the Dayson electric vehicle on these drawings, and speculated that the prototype car was a large SUV similar to the Land Rover Range Rover (about 5 meters long).

In addition, the progress of Daysons manufacturing plant in Singapore is also a mystery. Media information shows that the plant was initially planned to start construction in December 2018, but in fact until mid-June this year, Dayson CEO Luo Wenjie still said in an interview that ground will be broken soon.

After the cancellation of the car project, Dyson said it would continue its u00a3 2 billion plus new technology investment project and use the remaining funds to expand its business in mamsbury, harraventon, Singapore and other global locations. After abandoning vehicle development, Dysons future research and development in this field will focus on solid-state batteries, sensors, vision systems, robotics technology, robotic learning and AI development.