James Dyson’s vacuum cleaner customers loved being iconoclasts by using a stylish machine that didn’t use a disposable bag. The British industrial designer and inventor also brought his disruptive UX skills to products including hair dryers, hand dryers, lamps and fans. Now early adopters can look forward to driving around in his all-electric car.
James Dyson just announced to @Dyson employees that we’ve begun work on a battery electric vehicle, due to launch in 2020. pic.twitter.com/yUZNvIsYIi
— Dyson (@Dyson) September 26, 2017
The peripatetic, 71-year-old Brit this week promised that he would spend a total of about $2.7 billion to create a groundbreaking electric vehicle and use a different kind of battery technology, solid state rather than lithium ion, in its manufacturing.
A team of about 400 engineers and others have been working on the project in stealth mode, including hiring talent from Aston Martin and Tesla. But challenging Tesla in EVs the way that Tesla challenged the existing industry?
His car, with a prototype due by 2020, will be “radically different” than others, including Tesla, Dyson said. “There’s no point doing something that looks like everyone else’s. It’s not a sports car and not a very cheap car.”
In the ‘90s Dyson developed a filter to trap diesel particulates. Now we are working on an electric vehicle to solve the problem at the source. pic.twitter.com/nOLsCjeqws
— Dyson (@Dyson) September 27, 2017
Extending the Dyson brand to automobiles makes more sense than perhaps it would at first glance. Its advanced battery and motor technology, for example, is one of Dyson’s big advantages in creating an iconic brand in the household appliance space.
“Battery technology is very important to Dyson, electric motors are very important to Dyson, environmental control is very important to us,” Dyson said at his company’s flagship operation in London. “I have been developing these technologies consistently because I could see that one day we could do a car.”
Indeed, combining such “established core technical capabilities” with Dyson’s “wider design flair and engineering capability,” as well as being a private company, gives Dyson “confidence and the long-term resources” to develop the car, opined Jeremy Howells of the Kent Business School the University of Kent.
And the one thing the iconic industrial designer of the world’s most disruptive vacuum brand hopes his car won’t do is suck.
The post Dyson Is Spending Nearly $3 Billion to Build an Electric Car appeared first on brandchannel:.
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