Dyson bags its electric vehicle program, cites lack of commercial feasibility

Yolanda Curtis
October 11, 2019

Sir James Dyson has scrapped his bold plan to make a Tesla-rivalling electric vehicle as it would not be commercially viable.

Sir James sent an email to workers today announcing the electric cars plans were being axed and said the company had unsuccessfully tried to find a buyer for the project, launched in 2017.

British vacuum maker Dyson on Thursday revealed intentions to cancel its electric vehicle project.

No pictures of Dyson electric auto prototypes have been seen and the vehicle's details remain a closely guarded secret. "This is a challenging time for our colleagues and I appreciate your understanding and sensitivity as we consult with those who are affected".

"Though we have tried very hard throughout the development process, we simply can no longer see a way to make it commercially viable".

EV project not commercially viable - but still not a failure, says James Dyson.

Founder James Dyson said the United Kingdom company is shutting the division due to a lack of commercial feasibility.

Mr Dyson added that his company is working to quickly find alternative roles within Dyson for as numerous team as possible, and there are sufficient vacancies to absorb most of the people into its home business. Those who don't take on alternate roles will be supported "fairly and with the respect deserved", Dyson said.

The rest of the funds intended for the electric vehicle project would still be spent on developing other products, including its battery technology, Dyson said.

Engineer Dyson founded the company in 1993 in Bath and it has grown to sales of over £4.4bn a year ago.

Attempting to put a positive spin on the e-car hitting a dead end, the company said: "We will continue to expand at Malmesbury, Hullavington, Singapore and other global locations". The £2.5 billion investment program however will remain alive, focusing instead on the development of solid state batteries and other technologies that were meant to be featured in their cars, including sensing tech, vision systems, robotics, machine learning and AI.

"We understand that Dyson has chosen to focus on growing its core home business, including new product categories, and on the development of its battery technology".

"In summary, our investment appetite is undiminished and we will continue to deepen our roots in both the United Kingdom and Singapore", he said.

"Since day one we have taken risks and dared to challenge the status quo with new products and technologies", he said on Thursday. Such an approach drives progress, but has never been an easy journey-the route to success is never linear.

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