Dyson, known for its consumer gadgets such as vacuum cleaners, hair styling products, and air purifiers, is venturing into a new era of products.
The company has recently introduced devices like the 360 Vis Nav robot vacuum, which boasts “intelligent” features that require advanced software development. To support these functions, Dyson has significantly increased its hiring of engineers specializing in software.
“Over the past few years, we have seen a ten-fold increase in the number of engineers working in software,” said John Churchill, Dyson’s Chief Technology Officer. “We are actively seeking top talent, from college graduates to experienced professionals, to help transform Dyson into a software-centric company.”
The company aims to hire an additional 2,000 engineers globally, with a particular focus on robotics and software, according to Kashyap Chandrasekar, Dyson’s director of upstream robotics.
The Dyson 360 Vis Nav robot vacuum displayed at the company’s headquarters in Singapore in May 2023.
Lauren Choo | CNBC
Another noteworthy Dyson product is the Dyson Zone, a pair of headphones that also functions as a wearable air purifier, featuring a futuristic design.
Although the Zone has faced criticism for its high price tag of $999.99 and bulky appearance, Churchill remains optimistic.
“With new products, the initial generation serves as a stepping stone on the journey of continuous evolution,” he told CNBC in an interview. “The technology behind these products requires significant investment, hence the higher selling price. As we progress, we are committed to making our products more accessible by exploring ways to reduce costs.”
Dyson’s Global Investment Plan
Since its establishment in 1991, Dyson, founded by Sir James Dyson, has been at the forefront of pioneering new technologies. Following its success in the United Kingdom, Dyson expanded its presence globally, entering markets in Australia, Europe, America, and Asia.
Despite challenges such as rising costs and chip shortages faced by many consumer technology companies, Dyson reported a revenue of £6.5 billion ($8.15 billion) for 2022, up from £6 billion the previous year.
Dyson currently has a £2.75 billion investment plan that spans Singapore, the U.K., and the Philippines. The company already has research and development campuses in the U.K., Malaysia, and Shanghai, and it is set to invest £166 million in a new tech campus in Batangas, Philippines.
Dyson’s Singapore Headquarters at the St. James Power Station.
Lauren Choo | CNBC
A key element of Dyson’s global investment strategy is the construction of a 247,000-square-feet battery plant in Singapore, expected to be operational by 2025.
“The establishment of our new battery factory enables Dyson to take a long-term perspective, with full support from the government, which encourages significant investments,” explained Churchill.
Singapore: A Focal Point for Dyson
Dyson’s decision to build its battery plant in Singapore came after the company relocated its global headquarters to the city-state from the U.K. Although Dyson faced criticism for this move in 2019, partly due to founder Sir James Dyson’s public support for Brexit, the company stands by its decision.
Singapore is home to 1,400 of Dyson’s 14,000 employees worldwide, including 600 engineers.
“When establishing a manufacturing footprint in this region, proximity to engineers is crucial,” said Chandrasekar. “Moreover, Singapore’s commitment to robotics and numerous government initiatives, along with the presence of capable research groups, provide an ideal environment for building a talented workforce to support our operations.”
Churchill emphasized that Dyson sees itself as a global technology brand, transcending national boundaries.
“We are eager to embrace diverse cultures and perspectives to inspire the creation of innovative solutions that address the unique needs of different countries,” he added.
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