What you should know about the manufacturer Dyson

The fact that so much money can be made even from dirt, or more precisely from dust, that it is enough for a place in the “The 1000 Richest People” ranking according to Forbes Magazine, is what James Dyson stands for. The Briton owes this fortune primarily to the vacuum cleaners of the same name.

To be quite precise, James Dyson was 234th in the rankings in 2021 with around 8.6 billion euros – which at the same time means that it has moved up almost 100 places in the past three years. So the business with the iconic vacuum cleaners, hand dryers and fans, still seems to be thriving.

Dyson history begins in 1991

Founded by Dyson in 1991, the company of the same name is now a globally operating technology group with around 12,000 employees. In addition to vacuum cleaners, it also produces and sells hand dryers, fans, humidifiers and fan heaters. The company’s headquarters have been in Singapore since 2019, which has earned Dyson a lot of criticism at home. Not only because the founder was a vigorous advocate of a hard Brexit, an unconditional exit from the EU.

It all started with the try-and-error principle. The 74-year-old had already designed more than 5,000 prototypes before he was finally able to present his first vacuum cleaner in 1983. What made the G-Force, as the model was called, so revolutionary was that it did away with the bag typical of vacuum cleaners. To do this, the engineering graduate had used the principle of the centrifugal separator. The centrifugal separator, or cyclone separator, is commonly used in technical plants such as grain mills, blast furnaces or nuclear power plants to separate solid or liquid particles. This separation process relies on centrifugal forces created by the generation of a vortex flow.

Bagless vacuum cleaner becomes a success

Dyson had realized that the bagged vacuum cleaners in use at the time were suffering from a steady decline in suction power as the bag filled up. With its dual-cyclone technology, which uses not one but two cyclone chambers in the vacuum cleaner, it won over more than just the design world. Over the decades, Dyson products have won a whole series of international design awards, such as the Red Dot Award. Especially at the start, the technology-savvy Japanese were particularly enthusiastic. Because Dyson had already mastered his craft not only as an inventor but also as a businessman, he sold a license for the Japanese market. In no time at all, the G-Force, which sold for the equivalent of around 1700 euros at the time, achieved the status of a status symbol.

With the profits from this licensing business, Dyson finally founded the company we know today as Dyson in 1993. In the years that followed, he expanded the product line to include a hair dryer, a hand dryer, a fan, a fan heater and a humidifier, among others. And like the vacuum cleaner, the other Dyson products are characterized by a futuristic, sometimes even amazing design. The fan, for example, does not have any blades.

Design and innovation for a lot of money

Another thing these products have in common is their high price. For example, the SV17 V11 Absolute Extra Pro, a kind of Rolls Royce among cordless vacuum cleaners, is not available for less than 750 Euros. Also the fan Dyson Purifier Cool TP07 costs with about 500 euros not little, if you consider that you can buy a traditional fan already from about 30 euros. Alright, the Purifier Cool TP07 advertises that it not only circulates the air, but also cleans it. Sensors are supposed to be able to automatically detect particles and gases in the air. In the process, a filter system consisting of an activated carbon filter and HEPA-13 filter is said to pick up 99.95 percent of microscopic allergens and pollutants as small as 0.1 microns, according to the promise. Connectivity is also a given, of course: The Purifier Cool TP07 can be controlled not only via an included remote control, but also via Dyson app.

The fact that such a device sells like hot cakes, especially at a time when “aerosols” are literally on everyone’s lips, despite its high price, comes as no surprise. Tests have shown that the Purifier Cool TP07 does not promise too much. For example, it is able to filter formaldehyde from the air, which is suspected of being carcinogenic. Less pleasing: Since this naturally only works with a correspondingly powerful filter, high follow-up costs are incurred when replacing it. Thus, you have to reckon with around 70 euros per year in addition to the purchase price. However, since the Purifier Cool TP07 does its job very well, this may be acceptable.

Dyson failed on the project “Electric car”

However, a convincing performance does not distinguish all Dyson products. In 2016, for example, the Dyson SV05 v6 absolute failed to convince in a comparison of cordless vacuums by Stiftung Warentest. It was only rated “sufficient”. However, Dyson seems to be capable of learning. In the meantime, Dyson vacuum cleaners determine some of the best lists at will and rank five models in the top 10. And Stiftung Warentest now also agrees: The Dyson SV17 V11 Absolute Extra Pro won another comparison of cordless vacuums in June 2021 with a score of 2.3.

For all his success, however, James Dyson also had to accept a particularly bitter defeat. In 2017, he announced his intention to launch the first Dyson electric car on the market in 2020. However, such a (development) project always involves a risk, even for a company as potent as Dyson. 2.5 billion British pounds, almost three billion euros, was to be the investment volume. The meticulousness of the company’s planning was evident not only in the specialist personnel – the team included former Nissan manager Roland Krüger, who had been responsible for Infiniti, the Japanese brand – but also in the move to Singapore mentioned at the beginning of this article. There, in addition to high technology expertise, Dyson promised itself above all “access to markets with high growth potential,” as Spiegel Online reported in 2018.

Doch es sollte anders kommen. 2019 musste Dyson das schon weit fortgeschrittene Projekt (damals soll man bereits Prototypen getestet haben) beerdigen. Es sei ihm trotz beharrlicher Versuche nicht gelungen, einen Käufer für das Projekt zu finden, gestand er damals ein. Das alte Sprichwort vom Schuster, der besser bei seinen Leisten bleiben sollte, hatte sich wieder einmal bewahrheitet. Das Projekt “Electric car” hatte sich für den Staubsauger-Milliardär schlichtweg als eine Nummer zu groß erwiesen.

Read at our colleagues from myHOMEBOOK: Battery, robot, cable – which vacuum cleaner is right for me?

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