Dyson Trademarks New Digital Motor For On-Road Use

Sir James Dyson with vacuum cleaner

AUG 21 2018 BY MARK KANE 10

Dyson is registering a “Digital Motor” trademark for EVs?

The EV-related project at Dyson is more than three years in the making, but we don’t yet know what exactly is under development. Earlier this year, it was said that the company is working on three electric cars.

The first model is to be a low-volume (below 10,000 copies) halo car (but not a sports car) at a premium price tag. Then, two volume models are expected to follow. If you believe reports.

One of the most recent news about the Dyson EV is that company is trademarking the phrase “Digital Motor” for automotive use (earlier, it held the trademark only for home appliances). The electric motors used by Dyson are brushless permanent-magnet synchronous motors – the type that are commonly spotted in modern EVs.

Sir James Dyson said that he intends to spend £2 billion ($2.56 billion) on the endeavor. The company already employs 400 people on the project and plans to hire 300 more for a total 700. Developments soon will take place at a new location at Hullavington Airfield, which will become the second R&D center for Dyson in UK.

“We’ve started building an exceptional team that combines top Dyson engineers with talented individuals from the automotive industry. The team is already over 400 strong and we are recruiting aggressively. I’m committed to investing £2bn on this endeavour.”

A big part of the EV-push seems to be the investment in solid-state battery start-up Sakti3 in 2015. It’s hard to say whether Dyson was able to sort out all the hurdles for those types of batteries for use in products sooner than others. Our guess is no, though.

“There’s no definitive word yet on where the car will be built, but Sir James revealed to Reuters last year: “Wherever we make the battery, we’ll make the car; that’s logical. So we want to be near our suppliers; we want to be in a place that welcomes us and is friendly to us, and where it is logistically most sensible. And we see a very large market for this car in the Far East.”

“He revealed that a major aim is to reduce air pollution from cars “at the source”, saying: “I committed the company to develop new battery technologies. I believed that electrically powered vehicles would solve the vehicle pollution problem. Dyson carried on innovating. At this moment, we finally have the opportunity to bring all our technologies together into a single product.”

Source: Autocar

Categories: General


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10 Comments on "Dyson Trademarks New Digital Motor For On-Road Use"

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I heard their motor sucks.

Just the FAN portion.

the new improved DMC 🙂

Gee. I wonder why no one else has thought to call a simple electric motor “digital?” The term “digital motor” is a marketing name that Dyson invented to make their motor appear different. It’s sort of like those hilarious sunglass ads where you too can purchase not one, but two “high definition” sunglasses. Next, Dyson will trademark the name “digital” television. How about “digital” cell phones?

The fundamental principal is the same as for all electromagnetic motors. The specific type of motor used by Dyson has permanent magnets in the rotor and is called a brushless DC motor or a permanent-magnet synchronous motor.

You took the words right out of my keyboard!

Hey Dyson! Re your “digital motor”: The 1990’s called; they want their marketing buzzword back!

Honestly, I think calling an EV motor “digital” is about 20 years too late as far as marketing goes.

If they call it digital motor: outrage

Tesla calls their IPM “permanent magnet enhanced switched reluctance motor”: they are such geniuses!

At least Dyson doesn’t use an established, but false name…

There aren’t even salient poles in the Tesla motor!!!

A “digital motor”? So, he’s using a stepper motor??
I don’t think that would work well.

Hehe don’t overthink the problem. Hopefully the plain old motors he’s using will work better than his bagless vacuums that all the vacuum cleaner shops joke about. I never fell for buying a Dyson, but I did get hoodwinked on that pricey next to useless Oreck Junk.

He’ll just put it in a weird geometric shape and call it a new invention.. That’s the only reason I can gather his vacuums sold so well.

Seriously though, servos and steppers are so low efficiency that they’d never be used as the main traction motor, since electricity in a self-propelled car is so dear. Vector control of the motors, if he’s using one per wheel or something like that, is as ‘digital’ as this thing is gonna get.

Fanuc had digital servo motors back in the 1980’s

Hyundai Kona EV uses PMSM already….

I am not sure if car buyers would go after “digital motor” as something special..