Dyson is known for its consumer gadgets like vacuum cleaners, hair styling products and air purifiers, but now it’s breaking into a new generation of products.
Recently launched devices like its 360 Vis Nav robotic vacuum cleaner boast “smart” features that require further software development – and the company has increased staff to support those features.
“We’ve actually seen a tenfold increase in our software engineers over the last few years,” said Dyson’s Chief Technology Officer John Churchill. “We’re looking for the greatest talent, from college graduates to experienced people, to join us and move Dyson into the greater world of software.”
According to Dyson’s director of upstream robotics Kashyap Chandrasekar, the company is looking to hire an additional 2,000 engineers worldwide.
“Robotics and software are the biggest groups of people we’re trying to hire,” he said.
The Dyson 360 Vis Nav robotic vacuum cleaner is on display at the company’s headquarters in St. James in Singapore in May 2023.
Lauren Choo | CNBC
Another Dyson device that has gained attention for its futuristic look is the Dyson Zone — a headset that doubles as a wearable cleaner.
While the Zone was criticized for its $999.99 price tag and bulky appearance, Churchill remained optimistic.
“We have a high selling price with the new products because there is so much investment in the technology,” he told CNBC.
“The first generation of products is really a stepping stone in terms of the journey, and the products will continue to evolve.”
When asked about public health and access, Churchill said, “We’re going to continue to look at how we can reduce the cost to make it accessible to more people.”
Dyson’s Global Investment Plan
Since its inception in 1991, founder Sir James Dyson has been set on pioneering new technology. Dyson started in the UK and then expanded into the Australian, European, American and Asian markets.
While Dyson faced headwinds such as rising costs and chip shortages like many other consumer technology companies, the privately held company announced Revenues of £6.5 billion (US$8.15 billion) for 2022which is up from £6 billion the previous year.
The company currently has a A £2.75bn investment plan split between Singapore, the UK and the Philippines. The company already has R&D campuses in the UK, Malaysia and Shanghai – and is now investing £166m in a new technology campus in Batangas, Philippines.
Dyson’s headquarters in Singapore at the St. James.
Lauren Choo | CNBC
A key part of Dyson’s global investment plan is a 247,000 sq ft battery factory in Singapore. The company estimates it will be up and running by 2025.
“Our new battery factory allows Dyson to take a much longer-term view because it is supported by a very clear strategy from the government, which allows us to make major investments with the confidence that they will be supported,” Churchill explained.
Singapore in the spotlight
Dyson’s decision to build its battery factory in Singapore comes after the company moved its global headquarters to the city-state from the U.K. The company was criticized for the decision in 2019, partly due to founder Sir James Dyson’s vocal support for Brexit.
Of its 14,000 employees worldwide, 1,400 are based in Singapore, including 600 engineers.
“If we’re going to have a manufacturing footprint in this part of the world, you need the engineers to be close,” Chandrasekar said. “It helps that there’s a significant amount of government push in robotics as well. There’s a lot of initiatives. There’s a lot of capable research groups. It all lends itself to building the talent that can support it.”
Churchill added that Dyson sees itself as a global technology brand rather than a purely British one.
“We want to really understand some of these cultures and diversities, which will inspire us to create new ideas, to solve problems that are important to people in different countries.”