TU-TESL

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It's hard to build a car. First, it went bankrupt on the way of building a car. Now, Dyson, the British home appliance giant, has also "broken his dream". Nearly 18 billion yuan of real gold and silver have been washed away. Recently, Dyson Dyson, a British home appliance giant, announced on the official website that James Dyson, the founder of Dyson, had made a difficult decision after internal discussion and proposed that Dyson terminate the vehicle development plan. This news represents that Dyson previously planned to take a full turn under the leadership of Roland kruege, the executive director. The first electric vehicle with solid-state technology and advanced electric motor technology was originally announced, and the Dyson electric vehicle dream, which is expected to be officially launched in 2021, will be terminated. It's hard to imagine that a company whose main products are vacuum cleaners and hair dryers will actually build a car, and Dyson actually does. In mid September this year, James Dyson attended the grand opening ceremony of the flagship store in Paris and showed an aerial photo. This is the former RAF base in rural England, where his team has been secretly "working" on designing an electric car. However, in just one month, Dyson's car plan failed, and the aerial photo became a historic moment of Dyson, recording his few setbacks. From testing water to gambling to giving up, Dyson has invested four years, hundreds of engineers and 2 billion pounds (about 18.2 billion yuan) in electric vehicle projects. But it's not just these years that Dyson and the car got together, it's even better than before the invention of vacuum cleaners that were popular all over the world. "Dyson's termination of car building may be the enterprise itself wants to understand." Liang Zhenpeng, a senior industrial economic observer and home appliance / IT industry analyst, said in an interview with Changjiang Business Daily: "from the results of cross-border car building of technology enterprises in recent years, the requirements of automobile manufacturing industry for enterprise technology, capital and talents are higher than those of home appliance industry, while Dyson car building has neither excellent technology nor advantages of upstream parts industry, if the investment is higher than The turnover situation will bring greater risks to the enterprise. " "The price of Dyson's electric vehicle is not cheap according to its cost estimation, so it is difficult to find a suitable and sufficient consumer group," Xiangsong capital Shenmeng told Changjiang business daily To stop building cars is a brave decision for Dyson, who has spent a lot of money. Behind Dyson's inability to produce profitable cars, it is Dyson's "pain" of "no core technology" to grow into an industry giant. Speaking of Dyson, a British brand, it has brought a "network red wind" in domestic small appliances in recent years. In the eyes of young people, it is also a symbol of "quality life". From the first vacuum cleaner and hair dryer to the later air purifier and table lamp, Dyson finally launched a hair curling stick suit with a price of up to 550 US dollars (about 3810 yuan), which amazed the traditional small household appliance brands. However, combing the user evaluation, there are also users who have published experiences. They think that the star products of Dyson, such as "hair dryer" and "curling stick", are actually not different from the hair dryer and curling stick that cost hundreds of dollars on the market, and they are questioned to pay IQ tax. From the perspective of use function, the feedback of many products of Dyson has not reached the excellence shown in its marketing strategy. "At present, most of the best-selling Dyson products in the domestic market are" OEM "products. Dyson itself has no core technology, no innovative production line, and no blue ocean products. It is only by selling creativity and process design that the product value can be raised. But in the whole industry and home appliance field, design and creativity are only secondary links, without core competitiveness, it is easy to be imitated, and there are risks in the development of enterprises. " Liang Zhenpeng said. In December 2017, AQSIQ announced that Dyson Trading Co., Ltd. had submitted a recall plan to recall 116283 air purification heaters in mainland China. Although Dyson's response is not a product quality problem, the main defect is that the "important safety instructions" part of the product manual needs to be modified, but the event did put its product after-sales service on the wave. What are the plans after Dyson stops building cars? Last week, our reporter sent an interview outline to Dyson China, but as of the time of publication, no response had been received.