Dyson is readying itself for the launch of an electric car with a planned 10-mile test track in Wiltshire. The company is building the track and other related facilities at former RAF base at Hullavington in the build-up to producing a new electric car from 2021.

Dyson appears undeterred by the current issues Tesla is having, and the inroads that conventional manufacturers are making. Given the price point that Dyson has taken with its other projects it might be that it is positioning the vehicle at the upper ‘branded’ tier of producers, and so comparisons with the recently announced IPO of Aston Martin, and its stated position as a maker of luxury good rather than just cars, makes for a closer analogy to Dyson’s ambitions than Tesla or indeed Toyota.

Sir James Dyson himself has hinted that the ‘car’ will be radical, and it is likely to offer self-driving functionality, and given Dyson’s ability to spot lucrative gaps in the market will certainly create a degree of fresh thinking in the growing sector.

Share Story: