MAX CONZE, CEO of Dyson, doesn’t care that Silicon Valley giants like Apple and Google’s Waymo have abandoned plans to make their own cars. That’s their problem. It’s no deterrent to Dyson’s ambitious plan to leap from vacuums to its own electric vehicle by 2020.
Dyson, which has built millions of electric batteries for its home appliances, could go the easy route, and make an electric car battery to sell to automakers. But that’s too small potatoes for the £2.5 billion-revenue company. “We like solving problems with products,” Conze says. “Yes, we could be the developer of the most efficient battery, but that’s not what excites us as much as using technology to come up with a product that can really make a difference.”
Building a vehicle won’t be easy. In 2016, Google abandoned plans to build its own pod cars.