Dyson has recently revealed more details about its ambitious plan to enter the electric vehicle market. The British company, best known for its vacuum cleaners, fans, and hair dryers, announced it would invest billions of pounds in developing an electric car. According to CEO Max Conze, Dyson aims to launch its first electric vehicle before 2020, which is a tight timeline. This suggests that the company has been working on this project for some time behind the scenes.
Unlike many tech companies that try to jump into the automotive industry, Dyson brings strong industrial expertise, particularly in electric motors and battery technology. Rather than just improving existing components, Dyson plans to build an entire vehicle from scratch. Conze emphasized that the goal is not just to develop better batteries but to create a product that truly leverages cutting-edge technology and changes the world.
Dyson also chose not to partner with traditional automakers like Lotus or Jaguar, preferring to maintain full control over the design and engineering process. The company wants its car to reflect its unique vision and values, which means mastering all aspects of manufacturing and engineering.
One of Dyson’s key selling points is the vehicle's range. Conze mentioned that Dyson’s cars could offer up to 50-100% better range than competitors. While exact numbers weren’t disclosed, if this claim holds true, it could place Dyson ahead of models like the Tesla Model S 100D, which has a range of around 335 miles (539 km). A 50% increase would bring Dyson’s range to approximately 500 miles (805 km), which would be a major breakthrough.
Despite being an outsider, Dyson believes it has a unique advantage. Conze pointed out that legacy automakers are built on outdated infrastructure and technologies that may not translate well to the future of electric vehicles. However, these big companies have the scale and resources to dominate the market, as seen with investments from Daimler, BMW, and General Motors.
Dyson’s investment of $2.7 billion in its automotive project is relatively small compared to industry giants. For example, GM generates over $166 billion in annual revenue, while Toyota tops $247 billion. Still, Dyson remains confident in its ability to innovate and deliver a high-quality product.
While many new car startups focus heavily on autonomous driving, Dyson isn’t prioritizing this area. Instead, the company plans to use off-the-shelf software for basic driver-assistance features. However, Dyson is investing in AI and software development, especially for its robotic vacuum cleaners.
Looking back, Dyson has successfully expanded into new markets, such as hair dryers, where it had no prior experience. The Supersonic hair dryer, launched in 2018, became a huge success, selling over a million units. This track record gives Dyson confidence in its ability to tackle the automotive industry with the same level of innovation and quality.
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