Sir James Dyson came up with his electric car idea in the 1990s, while experimenting with equipment to collect diesel particulates by centrifugal action. He knew exhaust pollution was harmful, but his attempts to sell clean-up technology were overtaken by official directives suggesting diesels were “clean and green”. Speaking here from his Singapore base, where his cars will be made from 2021, Dyson discusses the car’s design.
What is your motivation for making an electric car?
"Nobody was interested in our original exhaust clean-up idea, but we had a bright team developing high-speed electric motors for other Dyson products, we were researching air purification, we had our own aerodynamicists and we were developing solid state batteries. Put those things together and you have the main elements of an electric car."
What’s your view of the sales potential of electric cars?
"Seems to me the industry, and industry commentators, are under-egging the likely growth of the market. People will buy them for the right reasons, because they don’t want to cause pollution. It’s nothing to do with what the industry thinks. The public will decide it wants electric cars."
Your new car looks big and expensive. Where will your car sit in the firmament? Is it a premium product?
"I guess it is. That’s how we generally operate. We’ll make several different versions – different car types, not longer or shorter models. We’re not announcing anything about price yet, but we’re not a mass producer yet. When you go into production for the first time, you can’t be the cheapest. We’ll do our best with that but we’ll be making a big car with a lot of innovation in it, so it won’t be cheap."