What took the air out of Dyson’s electric car project?

Dyson brand

The iconic manufacturer of vacuum cleaners has cancelled plans to develop and build an EV. That was probably a smart decision, considering the huge costs, competition and struggling market that Dyson would have been entering.

Dyson’s recent announcement that it is scrapping its electric vehicle (EV) project is yet another indicator of hard times for EV start-ups. However, given the context, it is not a complete surprise. Time will almost certainly prove that it was a wise decision for Dyson, a firm renowned for its high-tech vacuum cleaners, hand driers and air conditioners, to have pulled the plug at this early stage, rather than continue haemorrhaging cash in the race to electrification.

On the face of it, the EV market would seem a strong growth segment that any company would want to enter. Although pure battery electric vehicles will only account for around 2.5% of global sales in 2019, analysis by the business intelligence unit at Automotive from Ultima Media shows that EVs are expected to grow at over 20% a year for the next decade and reach 15% of global sales by 2030, reaching close to 19m units.

However, manufacturers face an undeveloped and unstable market. EV sales have risen mostly in regions like the EU and China because of regulations aimed at reducing emissions, rather than consumer interest. OEMs also face supply chains and production that have not yet achieved economies of scale.

Login or register to read the rest of this analysis and other insights from the Global Business Intelligence unit of Automotive from Ultima Media, which also publishes Car Design News.

This content is available to subscribers only   |   Sign in

Get unlimited access to Car Design News

Unlock exclusive design knowledge, inspiration & connection.

Free Trial

Trial

Includes:


Knowledge

  • Keep up-to-date with new car and who's where news exclusives
  • Discover the latest design thinking with design leader interviews
  • Stay ahead of the curve with design trend report articles and livestreams

Inspiration

  • Step inside leading design studios with our 'inside the studio' series
  • Read in-depth reviews of the new and influential vehicles
  • Discover cutting edge designs from other design disciplines
  • Access Interior Motives magazine in digital page turner format

30-days free

Then $16 per month for Essential subscription

Billed as $194 annually

Start free trial

Other currencies: £149 / €179 annually

Available to new subscribers only

Essential Plus

Essential

Includes:


Knowledge

  • Keep up-to-date with new car and who's where news exclusives
  • Discover the latest design thinking with design leader interviews
  • Stay ahead of the curve with design trend report articles and livestreams

Inspiration

  • Step inside leading design studios with our 'inside the studio' series
  • Read in-depth reviews of the new and influential vehicles
  • Discover cutting edge designs from other design disciplines
  • Receive 2x print editions of Interior Motives per year
  • Activate a 20% discount on the annual Car Design Review yearbook

Connection

  • Take part in subscriber only design challenges

$22 per month

Billed as $259 annually

Subscribe today

Other currencies: £199 / €239 annually

Premium

Premium-svg

Includes:


Knowledge

  • Keep up-to-date with new car and who's where news exclusives
  • Discover the latest design thinking with design leader interviews
  • Stay ahead of the curve with design trend report articles and livestreams
  • Access deeper insights with trend report whitepapers

Inspiration

  • Step inside leading design studios with our 'inside the studio' series
  • Read in-depth reviews of the new and influential vehicles
  • Discover cutting edge designs from other design disciplines
  • Receive 2x print editions of Interior Motives per year
  • Receive 1x annual copy of the Car Design Review yearbook
  • Activate a 25% discount on additional Car Design Review books

Connection

  • Take part in subscriber only design challenges
  • Participate in subscriber only online workshops

$32 per month

Billed as $389 annually

Subscribe today

Other currencies: £299 / €359 annually

 

Explore more subscription options.

 


Need help?


For help with individual user subscriptions please contact:

Eric Ng
Eric.Ng@ultimamedia.com

For help with multi user subscriptions please contact:

Freya English
Freya.English@cardesignnews.com

 

Sign in     Forgotten password