Jimi Beckwith, reporting for Autocar:
"Dyson has confirmed plans for an all-electric car that will enter production in Britain by 2020 and has received support from the UK Government.
The car will be funded by £2 billion from Dyson and is currently under development at Dyson's Wiltshire headquarters by a team of 400 people.
Dyson is keeping specific details, such as performance, range and production numbers, secret but it will not be a mass-market car akin to the Renault Zoe and Nissan Leaf; instead, it will be aimed at a more tech-oriented market. This suggests that it might be a rival to the Tesla Model S in terms of market position."
It's great to have more competition in the electric car space, as it pushes everyone to innovate that much more, and so Dyson's announcement is very welcome.
I think that their decision to apparently focus on a more 'tech-oriented' (premium?) market is a good one. Dyson is a brand renowned for its innovative household appliances, and developing a premium vehicle is in line with their current brand positioning.
I can see Dyson innovating in the electric car space in two key ways: technology and design. It wouldn't be surprising to see a Dyson electric vehicle powered by their digital motor technology, currently used for their vacuum cleaners, and using a HVAC (Heating, Ventilation, Air-Conditioning) system incorporating their Air Multiplier bladeless fan technology.
What is more interesting to speculate about is how Dyson's design will translate to a car. Dyson is one of the few companies today with a unique, but consistent, design language across products that have entirely different purposes. The company is a strong proponent of the 'design is how it works' approach, and is notable for its use of bright colour accents to visually highlight key parts of its products. It will be fascinating to see how this approach will apply to the exterior and interior design of its vehicle. Perhaps important controls could be colour coded according to their function? Autocar's subsequent interview with Sir James Dyson is very illuminating in this regard.