DYSON ELECTRIC CAR STRATEGY
wattEV2buy explores the Dyson electric car strategy and list the Dyson EV models, news, and sales as it vies for a position in the fast-growing EV market.
We are used to tech companies invading the space of automakers brought on by the EV rush, but you don’t often hear of home appliance companies with EV ambitions. It might, however, be that appliance companies stand a better chance to mass produce electric cars with their understanding of manufacturing processes. Dyson, the British home appliance company last year announced that it is betting £2 billion on the development of an electric vehicle propelled by solid-state battery technology the company has been pursuing since 2014. The entrepreneur Sir James Dyson ramped up his company’s solid-state program in 2015 by acquiring Michigan based Sakti3 for $90 million.
DYSON EV MODELS
DYSON EV SALES
Go to our detailed breakdown of Global EV Sales to see how the Dyson electric car strategy fares to its competitors in the fast-growing EV market.
THE DYSON ELECTRIC CAR IN THE NEWS
2018 Week 7 - Dyson EV Plans
The Financial Times this week took a closer look at Dyson’s EV program which targets three EVs from 2020 onwards and concluded that the first EV might be equipped with a lithium-ion battery rather than a solid-state battery as initially planned. Solid-state batteries which is much safer and more efficient is only expected to become mainstream in 2025 judging from pronouncements made by companies such as Toyota and Mercedes although EV start-up Fisker recently brought its solid-state battery roll-out forward to 2020.
Some industry insiders doubts if Dyson’s EV gamble will pay off with Aston Martin CEO Andy Palmer tweeting a spoof of a Dyson EV in 2017 (See image below). Dyson is yet to decide on a location for the production of its EVs which supports the detractors of Dyson’s plans as tooling for an assembly plant takes minimum 18 months no matter if you are a 100-year-old automaker or a start-up. The company is looking at locations in the UK, China, Malaysia and Singapore with the far east being favored since it is expected that China would be the largest market for the Dyson EV. Supporting Dyson’s plan is its ability to develop many components in-house making it less reliant on external suppliers. The Dyson EV is rumored to be made from plastic, which is closer to Dyson’s core and allows for the inventive design promised by Sir James Dyson in September 2017 when he announced that EV would look “quite different” to any currently on the market.
Other than Tesla Dyson does not want to over promise and under deliver and keeps its progress close to its chest. Also different than Tesla who had access to a lot of government funds the privately owned Dyson so far has only received £16 million from the UK Government. Developing electric cars is an expensive venture, this week in an interview with CNBC Renault-Nissan-Mitsubishi alliance chairman, Carlos Ghosn said that they are probably the only carmaker making money off selling EVs. To date, it seems Dyson is not considering an IPO but going it alone by supporting the £2 billion project from own funds.
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