A1.

CASE STUDY OF DYSON ELECTRIC CAR

This case study is about automobile company. Details are described below.

Background of case:
James Dyson is one of the UK’s richest men. An engineer, a techie and an entrepreneur, Dyson made his
fortune developing high-end home appliances (most notably vacuum cleaners). Always looking for fields in
need of his engineering prowess, Dyson started down the difficult road of developing a from-scratch
electric car. The jump from vacuum cleaners to cars is of course massive and the decision to invest in the
project was a quantum leap of faith. Normally such a move would require careful due diligence and active
management of the downside risks. It appears, however, that as a privately owned business, Dyson took a
different path. To be fair, Dyson’s leap of faith did make a lot of progress and reports indicate that his
nascent project got as a far as a fully functional vehicle that was near ready for production.

Problem:
The Dyson car, technically it was called the N526, was a seven-seated fully-electric SUV which had a
remarkable driving range of 600 miles. This despite it being 15 feet long, 6 feet wide and weighing in at 2.6
tons. There were plenty of idiosyncrasies, such as dashboard information such as speed and GPS directions
which appeared in front of the driver so their attention could stay on the road. But the project was
shuttered when it became clear that the cost meant it couldn’t work commercially. To break even, the
Dyson car would have had to sell for $184,000 (£150,000) which far exceeds the cost of most electric cars.
Dyson says that the big car makers subsidise the costs of their electric vehicles from sales of traditional
petrol cars.

Reasons for failure:

 Lack of upfront due diligence
 Failure to analyse costs, market competitive landscape, market size, production costs and profit
margins.
 Underestimation of costs.
 Perfectionism.
 Focal imbalance (focusing on the product rather than full spectrum of work need to launch a car
brand).

Recommendations for Dyson Electric Car:

 Before starting any project, the total cost of the project should be calculated.
 A deep analysis of the market competition, on-going products, the market value of the product etc.
should be performed.
 Budgeting of the project should be carried out.

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 A2.

Risk Event Probability Impact Action Plan Contingency

Strategy
Fire and explosions while low Can lead to blast Check for hazardous gases
installing in the area
Trips and falls high May result in death Use protective equipment,
non-slip shoes
Burn hazards high Causes serious burns to Wear gloves when in
the face or arms contact with manifolds.

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 A3.

Task 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
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 REFERENCES:
[1]Anonymous. (2021, June. 15). Calleam Consulting Ltd.[Online]. Available: admin – Why Do Projects Fail?
(calleam.com)
[2]Anonymous.(2019, Oct. 19). WIRED.[Online].Available: Inside the collapse of Dyson's electric car dream
| WIRED UK
[3]Jim Holder.( 2019, Oct. 11). Autocar.[Online].Available: Why Dyson failed | Autocar

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