One of the leading British technology firms, Dyson Limited, offers innovative, modern, and highly functional home and office products, ranging from vacuum cleaners, air purifiers, and heaters to hand dryers, hairdryers, and fans.
Such has been the company's remarkable growth in 3 decades, ever since 1991, that it is now among the crème de la crème in the consumer discretionary products industry. Yes, that’s right!
Here are some stats, highlighting Dyson’s prowess and stature as one of the leading companies in the world:
- Revenue of £7.1 billion in 2023, up £600 million from the previous year
- Profit (EBITDA) of £1.4 billion in 2023 (+9% vs 2022)
- Number of Dyson employees: 14,000+ in 2023
- Dyson machines are present in more than 65 countries
- Invests about £9 million per week in Research & Development
- Set to invest £2.7 billion to double product range by 2025
The ubiquity and reputation of the company's products are such that they are renowned, revered, and demanded around the globe.
Let’s now delve deep into Dyson’s history to understand how it all began with a simple idea and how it continued to climb in the corporate world.
So, without any further ado, let’s get started!
The Dyson Innovation Strategy Journey
Dyson Limited is the brainchild of James Dyson, who started the company on his own without any formal degree or background in business. His journey from barrows to #105 on the Bloomberg Billionaires Index with a net worth of $20.5B leaves little to the imagination.
Before we dive deeper into the company that continues to set the bar higher and leave people awestruck with its futuristic and impressive products, including cordless and bagless vacuum cleaners to bladeless fans, let’s understand the force powering it ahead: James Dyson.
James Dyson: The One Man Army
Born in 1947 in the town of Cromer, Norfolk, on the east coast of England to a family of academics and creatives, James Dyson first studied in a boarding school known as Gresham’s School in Holt, where he was immersed in arts and languages.
Then he decided to pursue liberal arts at the Byam Shaw School of Art for a year, followed by the Royal College of Art (RCA), where he studied interior designing and furniture design for four years. Subsequently, he stumbled upon engineering and was fascinated with how it can be leveraged to make things work better.
The Dyson Sea Truck
At RCA, Dyson began working with a British entrepreneur, Jeremy Fry, to build a landing aircraft. This is where he learned to engineer and develop a product from scratch.
Together, they designed and developed the Dyson Sea Truck – an amphibious high-speed landing craft with a smooth fiberglass hull. Dyson even used the design as his thesis project in 1970, and once he graduated with his degree in interior designing, he was hired to sell Sea Trucks at Rotork Controls Ltd, the company headed by Fry.
The Sea Trucks were undoubtedly a success as they were selling over 200 boats per year, and their customers included Scottish lairds who used them to transport goods and even the Egyptian army, which deployed them in the war with Israel in 1973.
The Dyson Wheelbarrow Paving The Way For Something Big
During his sprees at renovating and repairing his three-hundred-year-old farmhouse in the Cotswolds, Dyson found himself spending quite a bit of time with a wheelbarrow. He soon discovered the faults in the equipment and realized how unstable and crummy it was, with its rubber wheel sinking into the ground, puncturing, and leaving marks and the shallow and wide metal trough sloping the contents.
Dyson soon came up with a solution to design a deep molded-plastic trough and replace the barrow with a ball instead of the wheel called Ballbarrow.
It would be an understatement to say that it was a success in the U.K. as, within a year, the Ballbarrow had taken more than half of the wheelbarrow’s market and was selling around 45000 units in a year. However, before he got the chance to enter the much bigger U.S. market, his idea was emulated by someone else – stolen by an ex-employee and shared with a Chicago-based company, according to Dyson.
However, Dyson was not dismayed by his misfortune, and instead of being crushed and starting a litigation war, he moved forward to the idea that put him on the world map: a bagless vacuum cleaner.
Key Takeaway 1: Be Inquisitive, Be Hungry, Be On The Lookout For Opportunities
Making things work better and solving problems has been at the very heart of Dyson from the beginning. Once Dyson found out the ideal match of design and engineering, he got to work and began solving real-world problems.
He helped design and develop a boat named Sea Truck which was used for transportation and military use. Then he took on the task of redesigning the wheelbarrow as he simply could not ignore the problems he faced while using it. His invention: the “Ballbarrow,” became a huge success and propelled him to fame. But even before he had the chance to capitalize on it, the idea was stolen.
What did Dyson do when crushed with misfortune? He moved forward to the next idea and project.
The Most Iconic Innovation Of The 20th Century: Dyson Vacuum
Dyson’s frustrating experience with malfunctioning and breaking down of his Hoover vacuum cleaner while using it at home made him realize its shortcoming. Being the inquisitive individual that he was, he took it upon himself to find the root of the problem and took it apart, layer by layer. He soon understood the problem: The accumulated dust clogged the pores, making it lose suction power, restricting the airflow and, in turn, reducing the effectiveness of the vacuum.
The idea popped into Dyson’s head when he saw a sawmill that used a 30-foot-high conical centrifuge that could spin and remove dust out of the air. He knew that the same technology could be shrunk down and used in the vacuum cleaner, eliminating the need for bags and ensuring they wouldn’t lose suction.
Hence, he got to work. He learned more about how large industrial cyclones could remove sawdust and applied the concept in a vacuum cleaner. He replaced the bag in his vacuum cleaner with a cardboard cyclone, much to his amazement, as it worked well by gathering more dust and being more resistant to breakdowns.
Over a period of many years, he built over five thousand prototypes to perfect the design. It was a rough period for his family, and they were literally counting pennies. Not only did his wife had to get a job, but he was considered crazy.
However, he kept at it, and with iterative improvements and years of testing and tweaking, he finalized a prototype which he named “DC01” that used “Dual Cyclone” technology.
The Never-ending Challenges
Building a breakthrough appliance was one thing, but getting it on the market was a different ball game altogether – one for which Dyson wasn’t ready.
Dyson had thought that licensing the idea to form a company would be easy, and manufacturers would happily team up with him. His dreams of a vacuum revolution were cut short as he was rejected time and again by companies who saw his product as a threat to their established businesses.
Starting from domestic companies and failing to get the desired results, he turned to explore opportunities overseas.
Initially, he bagged a deal with Amway, a U.S. based consumer products company, but it backed out at the end and released its own version of a dual-cyclone vacuum cleaner. Hoover, the top vacuum company in the U.K., refused to collaborate unless he gave up his rights to his invention. Electrolux, another well-known name in the consumer electronics industry, told him point-blank that it was not possible to sell vacuum cleaners without bags.
Dejected but unwilling to give up, Dyson kept looking for opportunities.
In the mid-1980’s Dyson was finally able to manufacture and sell his vacuum cleaners by licensing to a Japanese Manufacturer, Apex, which released a pink-colored upright cyclonic vacuum cleaner called the G-Force in Japan, for a staggering price of $2000.
The expensive device became a status symbol in Japan to the point that everyone wanted to get their hands on it. The G-Force also won the 1991 International Design Fair in Japan, proving its worth.
Seeing the success of the G-Force, a Canadian company, Iona introduced the product in Canada with the name of Drytech.
Establishing Dyson Limited
Having had some financial success and realizing that if he really wanted the technology out there, he’d have to steer the ropes himself, Dyson set up Dyson Appliances Limited in the U.K. in 1991. It wasn’t easy as he reportedly took a loan of approximately $850,000 by putting his home as collateral and invested his life savings in order to breathe life into his vision.
Not only did he establish a factory but also a research center as it was important to him, right from the beginning to come up with new ways of building better products.
He launched a vacuum cleaner, the Dual Cyclone DC01, in 1993 that he designed and developed all on his own at a price of $399. While it was no doubt costly to the extent that retailers were hesitant to carry it in their stores, within two years, it was outselling Hoover and began capturing market share rapidly.
Contrary to the opinion of the majority, people were fascinated with this innovative new technology, clear and minimalistic design, and the fact that it allowed them to see how the junk buildup as the vacuum cleaner sucks it.
To attract people towards its unique product and get people talking, Dyson ran an advertising campaign on T.V. highlighting that Dyson’s vacuum cleaners did not require any bags, unlike its competitors. The slogan “Say goodbye to the bag” worked its magic, and Dyson Dual Cyclone quickly became a hot-selling product in the U.K. and even garnered attention worldwide.
In 1999, Hoover U.K launched its own version of a bagless vacuum cleaner. Dyson sued them for patent infringement, forcing them to stop. However, various brands worldwide had by then began producing their own versions of the bagless vacuum cleaner, and Dyson, who could have rightfully sued them, all choose not to do. According to him, it would simply divert his focus and achieve little.
Key Takeaway 2: Sell A Solution & Customers Will Come Flocking To You
When Dyson experienced firsthand the shortcomings of his Hoover vacuum cleaner, he took it upon himself. He understood the pain points and the reasons behind the poor performance of the vacuum cleaner, and then he got to work.
Over the years, he worked on 5126 prototypes before he finalized the Dyson vacuum. He failed time and again but improved iteratively and persisted—the end result: a state-of-the-art vacuum cleaner.
Having built a product, he was rejected by both domestic and foreign companies, but he didn’t give up. He finally partnered up with a Japanese company, Apex, and later on set up his own company as he realized that to really kickstart the vacuum revolution, he has to lead himself. By risking everything he had, he established his own company and captured the market share within years by prioritizing product quality above anything else, marketing smartly, and focusing on what truly matters.
Expanding In New Markets & Launching A New Product
Whilst Dyson focused on the UK, he licensed the vacuum cleaner technology to Fantom technologies in North America from 1996-2001. After that, he decided to handle the reins himself.
At the same time, Dyson decided that running the company consumed the majority of his time, and it would be in the interest of both him and the company that he focuses primarily on design, innovation, and engineering. Thus, he brought Martin McCourt as the CEO and resorted himself to what he was most passionate about making things work better.
McCourt led the successful launch of Dyson in the US and established an efficient manufacturing arm of the company to cater to the growing demand. He helped Dyson gain popularity in the US and managed to strike deals with retailers to sell Dyson's vacuum cleaners.
Best Buy was the first local retailer that came on board, presumably because the manager there tried the vacuum cleaner himself and, upon witnessing its superior functionality and usability, pushed to start selling it. Within a year, Best Buy was selling the vacuum cleaner way ahead of its projects, and customers began loving it. Hence, all the other top retailers, including Target and Home Depot, followed suit and joined hands with Dyson.
Expanding The Product Line
Dyson, meanwhile, had gone back to the drawing board in order to enhance the quality of the vacuum cleaner and work on new products. It was only a matter of time before Dyson ventured into other home appliances, starting with the washing machine.
He wanted to develop a washing machine with superior cleaning power. It is said that the engineers at Dyson found out that a traditional washing machine takes 2 hours to remove as much dirt as hand washing can remove in just 15 minutes. That made them ponder that is the washing machine even facilitating people.
It led to a new type of washing machine – the ContraRotator also referred to as the double-drum Dyson washer. It had two drums rotating in opposite directions to simulate hand washing. Not only was the machine more energy-efficient, but it was also more effective as it flexed the fabric of the clothes and expelled the dirt, and could handle larger loads. Plus, the washing machine was adorned with unique and bright colors, making it stand out from the other washing machines.
It was launched in 2000 and priced at $1,300 (£1,000) – double the cost of competitors' products. While it did have positive reviews, it failed to capture the market and become the go-to washing appliance of customers. The Contrarotator was followed up by "Flowcheck" and "Allergy" models.
The Dyson washing machine failed to become a commercial success and was eventually discontinued a few years later.
Dyson considered it an "educative failure" and kept on encouraging his employees to be bold and take risks. Inventing is the key, and that is why Dyson allocates over £9 million per week towards R&D efforts.
Off to Malaysia and Beyond
Until 2002, Dyson products were manufactured in Malmesbury, Wiltshire. However, due to a number of reasons, including high costs of production and the limited space in the UK, Dyson transferred production to Malaysia.
The company faced a huge backlash as many people were made redundant in the UK, and labor unions and the government were not happy, but it followed through with the plan.
Having re-located the manufacturing arm to Malaysia, Dyson kept the headquarters in Malmesbury, UK. The cost savings enabled Dyson to invest more in research and development and continue to innovate with new products.
In 2004, Dyson and Meiban Group Ltd formed a joint Meiban-Dyson Laundry Manufacturing Plant in Malaysia. In 2007, Dyson partnered up with VS Industry Bhd (VSI) to boost its supply chain as VSI had expertise in everything, from sourcing and manufacturing to distribution. This helped Dyson supply high-quality finished products to its customers around the globe.
More recently, Dyson announced plans for a new battery factory in Singapore, its largest investment in advanced manufacturing. Additionally, Dyson is investing £100 million in a UK technology center in Bristol and £166 million in a Philippines facility, which will hire 400 engineers. The Singapore plant will produce cutting-edge batteries to enhance the performance of Dyson's products. While manufacturing is moving abroad, Dyson continues to prioritize R&D in the UK, with major research sites in Malmesbury and Hullavington.
Chapter 3 Takeaway: Keep Experimenting & Exploring New Options
Upon realizing that running the company was consuming most of his time and it was in the interest of everyone that he focuses on innovation, Dyson brought over a CEO, who strengthened the production side of the business and helped expand in the US by partnering up with retailers.
Meanwhile, Dyson did what he does best: solve problems. Upon finding out that washing machines don't do a good enough job of cleaning the clothes, Dyson developed and launched a washing machine – the Contrarotator. While it got glowing reviews, it failed to be a commercial success. The company learned from this failure and did not back down from taking risks.
The company made a strategic decision to relocate the production to Malaysia due to lower costs and unavailability of space. While Dyson received a huge backlash, the company stuck to its strategy and yielded positive results in the form of cost savings.
Dyson: The Apple Of Consumer Discretionary Electronic Products
With an obsessive eye for precise engineering, aesthetic industrial design, and state-of-the-art technology, Dyson has made its mark in a market of top-of-the-line household and business appliances. In the process, it has proved that premium-quality consumer gadgets can make companies money if they do it well.
That's not all. Dyson is shrouded in secrecy. The company is not public, employees are tight-lipped, several projects are undergoing at one time, and one look at Dyson's headquarters where prototypes are shielded, access is extremely limited, and machinery is obscured from view will have you believing that you are in a whole new world.
Dyson has, over the years, released an extensive range of products, including vacuum cleaners, washing machines, fans, heaters, lights, hand dryers, and air purifiers, among others.
Let's now take a look at some of Dyson's products:
Cordless Vacuum Cleaner
In 2006, Dyson put on the market its first-ever cordless vacuum cleaner, the DC16. It had the same cyclone technology and upright styling except that it did not have to be plugged in to use.
This was a bold move by the company as, according to analysts’ predictions, it was going to negatively impact the sales of the company's main product – corded vacuum cleaner – which accounted for the majority of the sales at the time.
Over the course of time, new models were launched, including DC30, DC44, and DC59, among others with more power, better performance, enhanced features for various markets.
Such has been the success of Dyson's cordless vacuum cleaners that the company ended the production of corded vacuum cleaners in 2018 to solely focus on the cordless ones.
Robotic Vacuum Cleaner
While Dyson continued to do well with its core offerings, it kept on innovating to develop new products. One such product was Dyson's first robotic vacuum cleaner, the DC06, which was introduced in 2005.
This unique tech appliance had the ability to 'learn' the room according to Dyson and clean accordingly. From differentiating between objects, such as furniture and walls, and living beings, such as humans and pets, thanks to its sensors and software, the robot vacuum cleaner was set to revolutionize cleaning.
Unfortunately, that plan didn't come into motion as the robotic vacuum cleaner never really could make it commercially and remained an in-house project.
In 2015, however, Dyson 360 Eye™ Robot was launched after years of experimentation. It could clean the house without anyone having to steer it. Yes, that's right!
Airblade Hand Dryer
Dyson's Airblade Hand Dryer launched in 2006 was a success and helped Dyson gain a strong foothold in the commercial appliance market. Gone were the days of traditional hand dryers doing a lackluster job as soon as the sleek and elegant Dyson Airblade made its way in the market.
Built to be installed in workplaces and public washrooms, the Airblade used Dyson's digital motor to power a stream of air at rapid speed to dry the hands within 10-14 seconds. Plus, it used a HEPA filter to eliminate bacteria from the air, cleaning the hands hygienically. Moreover, it costs less to run and is eco-friendly.
It was acknowledged and accredited as the first-ever hygienic hand dryer. Newer versions of the Airblade have continued to roll in and perform exceedingly well in the marketplace.
Air Multiplier Bladeless Fans
In 2009, the Dyson Air Multiplier – an electric fan with no blades – was announced, and it soon garnered attention worldwide. After all, people had had enough of the visible blades and grilles that accumulated nothing but dust.
Not only was the Dyson Air Multiplier safe, stable, and sturdy, but also easy to clean, offering precise control and smooth oscillation to provide uninterrupted airflow.
Ever since the original release of Air Multiplier, Dyson has kept on improving the product and added new features. From cooling fans to the electrical heater and infrared control to Jet Focus offering different streams of air, Dyson Air Multiplier has seen numerous upgrades.
Building on the same Air Multiplier technology and augmenting its offerings, Dyson announced Dyson Hot fan heater in 2011, Air Multiplier Humidifier in 2015, and Dyson Pure Cool air purifier in 2016.
Lighting
Continuing to diversify its product line, Dyson launched LED lamps named "CSYS" in 2015 with heat pipe technology. The goal was to end problems caused by poor lighting, such as eyestrain and headaches, and decreased productivity, while enhancing the ambiance with optimal lighting.
In 2018, Dyson launched the "Lightcycle" with enhanced smart capabilities that enabled Bluetooth connectivity and provided users with the freedom to adjust the lighting however they want. In addition to the LED lamps, a.k.a task lights, suspended lights, Dyson Cu-beam, were also added to the portfolio.
In 2019, Dyson introduced the Solarcycle Morph™, an innovative lighting solution designed to emulate natural daylight through a combination of warm and cool LEDs, with local daylight tracking. The light adjusts its brightness and color temperature throughout the day based on the user’s environment and activity, offering four versatile lighting modes: task, ambient, feature, and indirect lighting. Its 360° rotating optical head and intelligent design allow for customized lighting solutions tailored to different needs, making it suitable for various tasks while reducing eye strain and improving overall lighting efficiency.
Haircare
Dyson entered the beauty and haircare market in 2016 as it released a high-end hair dryer, Dyson Supersonic handheld hairdryer. Even though it was priced high, it managed to become the best-selling hairdryer in the UK in 2017.
Other models, including the Airwrap styler, which can style wet hair, and Corrale a cordless hair straightener, were also launched in 2018 and 2020, respectively.
In 2024, Dyson launched its first connected hair tool, the Airwrap i.d.™ multi-styler and dryer, featuring Bluetooth technology for personalized styling based on user profiles. The company also ventured into ingredient science with the introduction of the Chitosan™ formulations range—its first wet line styling products—designed to complement its existing hair tools.
Dyson has committed £500 million to further expand its beauty portfolio and aims to release 20 new beauty products by 2026. This ongoing investment supports Dyson’s focus on hair care for all types, alongside developing cutting-edge technology to prevent heat damage and enhance user experience.
Chapter 4 Takeaway: Diversify To Stay Ahead
Even though Dyson’s vacuum cleaners were doing extremely well and the company was leading in the market, Dyson kept on investing in improving its main product: vacuum cleaners.
Launching the cordless vacuum cleaner even though it was going to negatively impact its main product - corded vacuum cleaner - is an example of Dyson staying ahead of the curve without being afraid of the consequences. Similarly, the years-long robotic vacuum cleaner project, which did not work out well initially, helped Dyson prepare for a future in which smart appliances were going to rule.
Similarly, Dyson continued to diversify by launching more premium-quality household and business appliances. From the dryers and fans to the lighting and haircare, all helped the company to grow.
The Dyson Business Model
Defying conventional wisdom and against all odds, the company has managed to carve out its own market and established its brand by breathing new life into the home and office appliance market with cutting-edge technological devices that are near perfect.
Invest In R&D
Dyson firmly believes that it takes real ingenuity to find a better way of doing things and solving real-world problems. Hence, it puts its money where its mouth is by continuing to heavily invest in research. It is estimated that Dyson invests around 15-20% of its annual revenue in R&D.
From establishing and running research and development labs to its extensive team of scientists, engineers, and specialists across the UK, Singapore, and the US pioneering new technologies, Dyson goes the extra mile to constantly find ways of making things work better and push boundaries.
The company is committed to refining and improving products, making them smarter, stronger, quieter, long-lasting, and eco-friendly.
Patent Vigorously
Currently, Dyson has around 6000 granted and pending patents as well as registered designs. Let this sink in for a moment.
Patenting aggressively is essential for Dyson’s success. After all, you can’t expect a company to invest billions of dollars as well as time and energy in R&D only to later find out that its invention is copied by someone else.
Dyson considers patenting to be crucial as it encouraging innovation and brings forward more genuinely unique and creative ideas.
Following are a few of the many patent infringement lawsuits involving Dyson:
- Sued Amway in 1985 for copyright infringement of the Dyson dual cyclone technology, and the lawsuit was settled with both companies becoming joint licensees.
- Sued Hoover UK for patent infringement in 1999 and won the case. Hoover was ordered to pay $4.2 million to Dyson in 2002 as the court found that the Hoover vacuums were a blatant copy of Dyson’s design.
- Sued Qualtex in 2006 for copyright and unregistered design right infringement for copying the design of Dyson’s products spare parts and won the case.
- Took legal action against Vax, a brand that manufactures electrical goods and cleaning products, in 2010 for infringement of its vacuum cleaner design. The court decided in favor of Vax.
- Sued Samsung Electronics in 2013 over copying Dyson’s steering technology. Dyson eventually dropped the case and was then countersued by Samsung.
- In 2014, Dyson initiated a lawsuit against SharkNinja for vacuum design patent infringement, but the case was dismissed after four years of litigation.
- SharkNinja escalated its legal battle with Dyson in 2023, filing a counterclaim over non-infringement of patents, while Dyson responded with claims related to haircare products.
- By 2024, SharkNinja had filed an additional complaint, accusing Dyson of infringing on eight of its vacuum technology patents.
Differentiate With The Best Products
There’s one thing that Dyson never compromises upon the product quality. At Dyson, engineering leads the design; functionality and usability are at the forefront. The company goes to extreme lengths to make sure it offers unique products of the highest quality that add value to people’s daily lives.
From inventing new technologies such as Dyson Digital Motor and Root Cyclone Technology to deliver the best end-product that’s not only sleek and elegant but also highly functional and user-friendly, Dyson stands out and hooks customers.
Charge A Premium Price
Dyson’s products don’t come cheap. Everyone knows that and still buys them. Since the beginning, even when Dyson’s competitors were engaged in price wars and selling cheap products in large volumes, Dyson priced its products highly.
While the price point shocked many, it did work well for the company. Customers were willing to pay a high amount because they felt Dyson’s products offered high value and justified the price point.
Key Takeaway 5: Invest, Patent, Differentiate, & Charge A Premium Price
Dyson has stuck to its guns throughout its 30 years in business. It invests a significant part of its annual revenue in R&D. Then, it patents any inventions to safeguard itself and never hesitates to go after those who go against it.
Dyson prioritizes producing the best quality of products that stand out not only due to its features and functionality but also design and usability. It doesn’t shy away from charging a premium and avoid engaging in price wars. By doing what it does best, Dyson has carved out a name for itself and created brand affinity due to which customers know that they will be provided high value.
The Dyson Of Today
The Dyson we know today has been a work in progress for the best part of 3 decades. It hasn't stayed still and always seems to be on the go. Starting from the UK in the 1990s, Dyson expanded its business operations to Malaysia at the turn of the century. In 2013, Dyson launched a production plant in Singapore and invested heavily in it.
In 2017, Dyson expanded to Chicago and established the US headquarters there. In 2017, Dyson expanded within the UK, and finally, in 2019, Dyson moved the company headquarters to Singapore as Asia was the fastest-growing market and accounted for almost 50% of the company sales. Plus, Dyson wanted to be in the heat of the battle and be proactive.
Since then, Dyson has continued to break new ground. In 2023, the company reported record global revenues of £7.1 billion, an increase of 9% from the previous year, and significantly boosted its R&D investment by over 40%. This investment fueled the launch of cutting-edge products, including the Dyson Airstrait™ straightener, the Dyson Zone™ headphones, and the Dyson 360 Vis Nav™ robot vacuum. Dyson is now investing £9 million per week in research areas like AI, robotics, and advanced battery technology, with major facilities in the UK, Singapore, Malaysia, and the Philippines.
In 2024, Dyson is poised for its biggest-ever lineup of new product launches, including expanding its beauty technology, home solutions, and wearables. New facilities, like the £166 million campus in the Philippines and a pioneering battery plant in Singapore, highlight the company's global ambitions. Additionally, Dyson continues to expand its UK R&D footprint with a new £100 million technology center in Bristol, focused on AI and software development.
The Electric Car Project That Never Was
In 2017, Dyson embarked on an ambitious project to develop a revolutionary electric vehicle, committing over £2 billion in investment, half of which was dedicated to car production and the other half to advancing battery technology. The company’s goal was to create an electric vehicle that would stand apart from mass-market competitors by offering something radical and different. However, despite the development of a "fantastic" prototype that stayed true to Dyson’s innovation principles, the project was halted in 2019 due to commercial viability concerns. Dyson had worked hard to find a buyer for the project but was ultimately unsuccessful.
This decision, while difficult, was not viewed as a failure of the team or product. Dyson’s automotive division, which employed over 500 people, had achieved impressive technological breakthroughs. The company ensured that many of these employees transitioned into roles within Dyson’s home division, which produces products like vacuum cleaners, fans, and hair care tools.
Despite the cancellation of the electric vehicle project, Dyson’s £2.5 billion investment program remains intact, with continued focus on next-generation technologies, including solid-state batteries, robotics, AI, and machine learning. Dyson views its advanced battery technology, initially developed for the car, as a cornerstone of future innovations across its product lines. The lessons learned from the automotive venture have only strengthened Dyson’s resolve to push boundaries in other technological domains, and its ability to innovate remains undiminished.
Sir James Dyson affirmed that while this change in direction was difficult, it is part of Dyson’s ethos of risk-taking and challenging the status quo—an approach that continues to drive progress across the company's global operations in the UK, Singapore, and beyond.
Tackling Tricky Waters In 2020
2020 was a year unlike another. Dyson had to let go of 600 people within the UK and 300 overseas as the Covid-19 pandemic led to a restructuring of the company. With consumer habits rapidly changing and the world going into lockdown, Dyson had to adapt to how it engaged with customers and catered to their demands. It did just that. Dyson depicted exceptional operational agility, leadership, innovation, and commitment to society when it joined forces with Cambridge-based science engineers TTP to produce ventilators in order to support the healthcare system.
Dyson invested around $24 million of its own money, and around 450 of its employees worked tirelessly around the clock to design and develop the ventilator – CoVent – in just 30 days as the UK government had placed an urgent order of 10,000 ventilators from the company. Given the supply disruptions and uncertainty during the height of the pandemic, Dyson's efforts were commendable.
Although the ventilators were later no longer required, it highlighted the company's willingness to go above and beyond the call of duty to serve people. Dyson even looked into making the ventilators available to other countries, but legal and regulatory hurdles meant that it could not do that.
At the same time, Dyson also launched the air purifier – Dyson Pure Humidify+Cool – in the US. It was engineered to purify the air indoors and ensure health and hygiene.
Global Expansion and Infrastructure
Dyson's global footprint continues to grow. In 2023, it began constructing a £166 million campus in the Philippines, which will house advanced digital motor manufacturing and research facilities, scheduled to open in 2024. Dyson also embarked on its largest investment yet with the development of a cutting-edge battery plant in Singapore. Meanwhile, a £100 million technology center in Bristol will focus on AI and software innovations, ensuring Dyson remains a leader in the global tech landscape.
Beyond its technological endeavors, Dyson is making strides in sustainability. Dyson Farming introduced a 15-acre glasshouse in Lincolnshire in 2023, dedicated to high-tech, sustainable farming. This glasshouse, powered by renewable energy, is capable of producing 750 tonnes of strawberries annually, reducing the environmental impact of imported produce.
Commitment to Education and Philanthropy
The Dyson Institute, which enrolled its first students in 2017, continues to reflect Dyson's dedication to nurturing the next generation of engineers. With 156 undergraduates studying on its Malmesbury campus, the Institute offers a unique combination of hands-on experience and formal education. Dyson’s investment in education extends beyond its institute through the James Dyson Foundation, which has donated more than £145 million to support engineering education and healthcare projects. In 2023, the foundation made significant contributions, including a £6 million donation to build a STEAM center at Malmesbury Primary School and a £4 million contribution to the Dyson Cancer Centre in Bath.
A Company Committed to Innovation
Dyson’s relentless commitment to innovation is exemplified by its global reach, cutting-edge technologies, and expanding portfolio of products. Whether it's developing the next generation of beauty tools, exploring new applications for AI and robotics, or making strides in sustainability and education, Dyson remains a driving force in pushing boundaries and shaping the future. From its global headquarters in Singapore to its sustainable farms in the UK, Dyson is constantly evolving to meet the needs of a rapidly changing world.
Key Takeaway 6: Stay On The Move & Stand Up For What Matters
From the Uk to Malaysia, Singapore, and the US, Dyson re-located and established its presence wherever needed. Moving the headquarters of the company to Asia was not easy, but Dyson did what was necessary. It understood the importance of being in Asia, where the majority of its customers were and which was fastly evolving and adopting technology.
In the quest to continuously innovate, Dyson took on the challenging task of making electric vehicles but had to later scrap the project after incurring heavy losses. However, all was not lost as the company developed its battery technology which will give it a competitive advantage in the future.
In 2020, when the company faced impending doom, and the government came calling for help, Dyson stepped forward and left no stone unturned. By developing ventilators on short notice, it depicted its resolve and ability to do things that it has never done before by moving quickly, failing, learning on the go, and in turn, solving problems.
Looking ahead, Dyson's spirit of innovation is as strong as ever. In 2023, the company recorded record revenues and invested heavily in research and development, particularly in AI, robotics, and next-generation battery technologies. Dyson’s global expansion continues with the development of major new facilities in Singapore, the Philippines, and the UK. These investments are driving the launch of Dyson’s biggest-ever lineup of products in 2024, further cementing its position as a leader in technological innovation across beauty, home, and wearables. The company’s adaptability, focus on sustainability, and boldness to take risks ensure that it remains agile in a rapidly changing world.
Why is Dyson so Successful?
Growth By Numbers
Following are the five key strategic takeaways from the 3 decade long journey of Dyson:
Figure out a problem and solve it
Be it the wheelbarrows that sunk in the ground and left marks or the vacuum with bags that got clogged and failed to do the one purpose it was made for - suck and store debris - Dyson figured out the problems first and then worked on a solution.
By addressing the pain points of people and coming with an effective solution that catered to the issues just like the Dyson vacuum did, Dyson proved that if you provide value to customers, they'll pay you a premium.
Persevere in the face of adversity
Whoever you are, whatever you do, and wherever you are located, you are bound to face challenges. From being rejected by numerous companies who didn't agree to partner up with Dyson to competitors trying to steal the technology and discredit him, Dyson faced an array of challenges. But he kept at it. Dyson persevered and achieved success because it wasn't the end result that it was after, but the process it lay emphasis on.
Innovate as your life depends on its
Dyson truly understands how essential it is to prepare for the future. Be it establishing research centers, investing billions of dollars in R&D, hiring skilled people, or encouraging people to be creative, Dyson has done it all in its quest to innovate.
The company realizes that without innovation, it cannot survive, let alone thrive. Hence, it goes the extra mile to continuously develop new products and find better ways of doing things.
Diversifying the products portfolio, expanding to newer markets, and experimenting and exploring new options to provide more value to customers are some of the things that Dyson continuously does.
Fail Forward
Dyson failed 5126 times to be exact, before finalizing a vacuum cleaner prototype. The washing machine had to be discontinued. The robotic vacuum cleaner project didn't really pay off. The electric car project had to be scrapped. The ventilators the company produced amounted to nothing.
These are just a few of the failures, but they could have easily dismantled any other company. Dyson learns from failures and makes progress by deriving valuable lessons from them. It highlights the importance of taking risks, being bold, and not afraid of failing. After all, it's just another opportunity to make things better.
Formulate a business strategy and stick to it
Hire amazing people, invest, patent, produce quality products, charge a premium - repeat. Dyson works in a specific way, and that's why it has remained consistent in delighting its customers. Regardless of the distractions, Dyson remains focused on its mission of making things work better, and it has paid off for the company handsomely.