small person battery electric vehicle technically electrically assisted pedal cycle widely described electric car characterised vehicle car culmination sir long running interest electric vehicles best known earned highly successful range home computers early 1980s hoped repeat success electric vehicle market saw new approach emerged earlier project produce style electric car called change law prompted lobbying bicycle manufacturers developed electrically powered body chassis designed lotus cars intended series increasingly ambitious electric vehicles event planned development electric cars got drawing board january unveiled launch event received enthusiastic reception british media sales prospects poor reviews safety concerns expressed consumer organisations vehicle limitations short range maximum speed miles hour battery ran quickly lack impractical people needs marketed alternative cars ended appealing group owners available shops months launch months launch production sales picked despite optimistic forecasts production ceased entirely august sold manufacturer went known great marketing bombs postwar british industry notorious example failure despite commercial failure went cult item collectors thousands purchased investors sold hugely inflated prices compared original retail value enthusiasts established owners clubs modified vehicles substantially adding monster wheels jet engines high powered electric motors propel speeds miles hour design measuring long wide high weighs approximately battery chassis consists single shaped steel component cross section vehicle wheels diameter rear driver sits position open cockpit steering located knees power switch rear brake positioned supplement replacement electric power propelled bicycle style located cockpit maximum speed miles hour rear vehicle small compartment capacity litres reverse gear reversing direction getting picking end turning hand powered lead acid electric battery drives motor continuous rating maximum speed revolutions minute coupled stage gear drive increases factor motor able vehicle person board motor vulnerable increases load vehicle increases instance going steep gradient tests showed cope power maximum slope manage slope speed motor reduces current flow increases drawing stall speed quickly burn motor sustained motor load constantly monitored electronics stalls load electronics disable motor seconds heavy load trips minutes heat sensitive inside motor warns driver vehicle beginning motor short time line defence provided metallic strip mounted motor excessive temperature reached strip power disconnected usually billed electric vehicle depends significantly pedal power vehicle battery designed provide hour fully charged half hours giving claimed range miles display cockpit uses green amber red display state battery charge segments extinguished indicate driving time left light indicates minutes power left motor switched driver left rely display indicates green amber red current economical running mode low current indicated green lights red motor high load driver needs use pedal power avoid initially sold cost cost mark number components sold optional accessories included indicator lights mirrors mud flaps horn high mast consisting reflective strip pole designed visible traffic accessories noted british climate isn ideal wind hair driving offered range drivers dry vehicle open cockpit accessories included seat spare batteries history origins sir interest possibilities electric vehicles originated late 1950s holiday job electronics company years later early 1970s head successful electronics company based tasked employees later founder carry preliminary research electric vehicle design took view electric vehicle needed designed ground completely principles automotive design simply dropping electric components established model believed motor key design developed thin motor mounted child button activate research got development pocket successors took precedence work electric vehicles took place rest 1970s early development late returned electric vehicle development christmas year approached employee carry work preliminary investigation personal electric vehicle brief assess options producing person vehicle replacement maximum speed miles hour wood rogers initially reluctant intrigued idea electric vehicle agreed help vehicle dubbed standing built number prototypes demonstrate design principles clarify final specifications specification emerged end year address short distance transportation needs minimum range miles fully charged battery reflected official figures showing average daily car journey miles average pedal cycle journey miles users envisaged urban young people use cycles travel electric vehicle safer weather proof offer space carry items easy drive park driver enter exit require minimum maintenance vehicle engineered simplicity injection plastic components body cheaper car costing area development avoided battery technology electric vehicles powered lead acid batteries actually outnumbered internal engine vehicles nearly electric cars registered efficiency internal engines greatly improved battery technology advanced slowly leading petrol diesel driven vehicles dominating market million registered vehicles britain roads electric vehicles day day use chose rely existing lead acid battery technology avoiding great expense developing efficient type rationale electric vehicle market took battery manufacturers step develop better batteries wood rogers recalls stuck standard technology time car battery question couldn stand constant charge discharge cycles traction battery similar kind milk flat semi traction battery offered good compromise sadly little freedom choice development programme moved chassis fitted shells tested wind tunnel recognised early stage vehicle aerodynamic intended small relatively slow reducing wind resistance seen essential vehicle efficiency march basic design established turned established motor design company provide professional assistance production engineering approach liking tackled project car design focused cycle technology based weight vehicle increased kilograms far desired specification march wood rogers decided stop programme comments convinced flop telling fast drivers wet battery good meet steadily escalating development costs vehicle decided raise capital selling shares fund separate company focus electric vehicles million deal reached march million fund establishment new company recruited veteran employee lead managing director initially expressed viability electric vehicle years motor industry convinced electric car going happen managed convince project work new head office established area long established link motor industry project prospects boosted changes british government approach electric vehicles march abolished vehicle duty electric vehicles start working legislation introduce new category vehicle electrically assisted pedal cycle number significant advantages point view vehicle exempt insurance vehicle tax user need driving licence helmet required legislation passed august prompted lobbying campaign manufacturers wanted sell electric realised electric vehicle design easily adapted meet new legislation electrically assisted pedal cycle category new existing vehicles market meet standards prescribed new legislation imposed number restrictions limited performance vehicle qualify new standards maximum legal speed vehicle limited miles hour weigh kilograms including battery motor rated despite limitations vehicle seen step series increasingly ambitious electrical cars intended prove viability electric personal transport hope found home computers like hugely successful affordable electric vehicle demand market previously exist performed market research actually market electric vehicle director primary contact advertising agency commented january project continued way prototype stage purely convictions sir development design new specifications hand worked wheeled design dubbed bore similarities earlier wheeled design vehicle steering decided outset steering wheel impossible driver easily safety disadvantage comments putting bars driver sides easy steer felt natural prototype presented families demographic groups suburban town environments determine controls correctly positioned external research carried autumn brought lotus cars finish vehicle detailing build prototypes test carry testing forward programme production development took place months conditions great secrecy testing carried proving ground aerodynamic carried exeter development new body shells produced reductions vehicle drag felt lacking design year old industrial designer brought shell appearance won sponsored electric vehicle design competition hired graduation set house car design studio cambridge employee project later said day working life turned premises taken saw time expecting proper electric car said later thought concept looked futuristic short instruments security features told design redone scratch asking visibility rear view mirrors range indications far late key design decisions told need months design given weeks instead created final production model wheel small compartment added subsequently responsible creation felt uncomfortable close ground drivers potentially able later described contribution convert ing ugly pointless device safer usable pointless device chassis consists identical metal joined closing plate rear lacks separate suspension system instead relying chassis structure having motor produced italy subsidiary later famously said powered washing machine motor motor fact developed design produced drive truck cooling fan lotus provided gearbox rear axle based design car steering columns electronics produced spin wheels assembled tyres taiwan wheels italy provided lead acid battery developed manage charge discharge cycles originally specified injection shells supplied manufacturers manchester provided shells supplied raw material according upper shell mould largest largest injection type possibly world manufacturing process reflected ambition production line single mould set capable producing parts week parts shell joined wrapping tape joint pressing passing electric current tape heat melt process rear assemblies took seconds complete considered producing plant northern_ireland europe advanced automated plastic body manufacturing facilities failed controversial bankruptcy resulted plant closure instead work assembling given spring approached ask interested principal working electric car product research designed electrically assisted bicycle looking assembly proposal suited sides keen support washing machine factory situated economically depressed projections sales units year increasing saw plant expertise good match techniques contract signed months production distribution support produced great secrecy separate factory duplicate facilities work carried small team people sealed room production installed production lines building connected main factory underground tunnel rolling testing stand located end production line test completed faults mechanical arm simulated weight person weighing stone vehicle brakes tested load end process passed testing rolled cardboard boxes loaded straight distribution spent set factory distribution centres set middlesex preston lancashire oxford handle arranged service offices responsible maintaining customers vacuum washing machines maintain provide spare parts major item battery supported branches trained engineers produce tested manufacturing processes assembling assembling production began november early january manufactured production line produce vehicles hour capability producing week launch news project came surprise public attracted considerable interest economist reported june cautious prospects competitor economist asked man fortune computers double crazy wondered making mistake prediction industry thought likely launched january palace event staged usual style girls handing press packs variety promotional magazines hats shirts key rings sun bags video game vehicle given dramatic unveiling driven girls dressed grey yellow burst cardboard boxes drove arena lined announced launch million month long advertising print television advertising campaign available initially mail order cost subsequently sold high street stores issued glossy sales characterised vehicle ongoing exercise cutting giants size turning personal servants highlighted achievements producing affordable pocket home computers pocket declared puts personal private transport belongs hands individual photographs accompanying text showed teenagers driving shops railway stations sports fields words technology writers blue sky exclusively populated electric drivers press given opportunity try proved kennedy disaster large number demonstration machines work assembled journalists soon discovered sunday_times called formula bath chair reporter travelled yards outdoors plastic rolled halt stationary guardian reporter flat battery seven minutes computer found cope slopes palace electric motor drives wheels proved incapable slopes pedal power soon making noise signalling engine distinguished racing driver ran problems tried roads canadian newspaper globe_and_mail reported started smile face worst exhaust world directly face trucks drive underneath ran problems reached hill point realised battery gone dead cold london day great man visibly timing location launch event middle winter ice covered hill later prompted criticism executives admitted record spring conditions better vehicle little protection british climate called worst possible timing launch proclaimed road going vehicle biographer describes calculated risk pointing production underway details beginning leak press launch hardly held possibility bright spring day justified choice january necessitated need release soon possible erroneous speculation harm good offers alternative explanation launch date brought forward development funds running low reviews soon apparent faced problems public perception merely launch event media reactions generally negative reviews appeared following days observed hardy journalists ventured roads returned dubious abilities harsh conditions common concern simply vulnerable traffic computer commented intended driving busy roads head level guardian correspondent wrote grave use traffic sharp turn easily lifts rear wheel silent low disappears car driver sight line pulling alongside prospect vehicles merging heavy traffic heavy buses cars worrying low speed risks turning mobile traffic guardian writer wrote want drive traffic head level tyres exhaust face rear lights feel confident driver high ground issued publicity photograph showing industrial designer alongside cardboard illustrate driver seated position actually higher mini driver teenagers target audiences commentators raised prospect kennedy words packs year olds neighbourhood secretary raised prospect kids ing pretty wild way run paths knock people dismissed concerns seven year olds riding open road far fewer year old driving teenagers interviewed guardian doubtful want commenting fun drive felt insecure preferred claims electric vehicle dismissed reviewers computer called toy ideal solution types local journey claims guardian correspondent characterised delightful toy daily_telegraph described designed fun machine hardly regarded everyday weather transport engineer viewed smashing big boy toy tough teenage possibly vehicle fit adults sunday papers plus handling characteristics praised reviewers guardian called easy master familiar thigh steering semi driving position feet bicycle type daily_mirror described arrangement surprisingly easy master cautioned speed lock easy tip wheels correspondent wrote found stable comfortable easy handle verdict organisations road safety groups consumer decidedly negative probably sealed fate tested headquarters issued highly critical report members furious announced sue chairman told press shattered days year old children allowed drive road bug licence insurance form training years later happy responsibility failure describing man entirely blame failure sales history despite problems press launch day positive response expected members public attended remaining days launch event try test track reported day event overwhelmed expected units production run sold following monday setting pattern repeated short commercial life prediction wildly optimistic sold event sales picked mail order forms sent computer customers returned fresh orders weeks launch sold users eclectic group included holiday camps wanted rent harry drive palace old drive sir elton_john bought demonstration model saw driven bbc car park sir shipped home sri_lanka mayor swapped official times reported early buyers disappointed vehicle limitations citing limited range inability cope steep hills led people return ask reached retail stores start march sales tailed resorted hiring teams teenagers drive london promote vehicle cost company day similar teams established manchester birmingham leeds company denied marketing campaign spokesman told times haven tests inner city roads team marketing prime function undoubtedly spin reported surprised lack demand blamed press lack reporting matters improve retail chain acquired months later adding problems production halted weeks numerous customers reported plastic attached gearbox performance vehicles workers shifted production line work replacing faulty returned vehicles admitted taking opportunity adjust stocks light poor sales production resumed month later previous level workers transferred washing machine production lines produced week original storage factory additional stock retail outlets nationwide tried brave face admitting sales entirely expectations claiming confident high level demand vehicle spokesman told media expect rapid rise sales weather improving possible sales opportunities explored mainland europe asia united_states claiming found big levels interest sufficiently persuaded allow divert employees modify overseas export bid sell abroad failed told suitable dutch roads improvements braking system addition inclusion basic package countries demanded similar changes reputation received major consumer organisations published questioned claims report published start found range vehicle typically miles miles promised reported battery ran flat miles cold day running speed usually miles hour claimed miles hour running costs compared petrol driven stability general especially safety questioned suggested included standard package concluded looks comfortable convenient older looking pedal effort disappointed agility layout demands quiet performance range comfort compare better costs closer think allows inevitable battery replacement published critical report june issue magazine concluding vehicle limited use represented poor value money tested broke major gearbox fault snapped longest run battery charges miles realistic range miles echoed concerns safety omission standard package magazine called easy steal hardly surprising considering security lock prevent driven away light thief simply pick carry summer continued sales remained far predictions sold july middle month ordered amend withdraw advertisements finding company claims safety speed proved justified retailers attempted deal stocks drastically cutting vehicle price reduced price end year selling complete set accessories launch price production terminated august time assembled problems caused sales caused relations break june obtained writ unpaid debts million relating work carried previous months actually serve writ entered negotiations mid august publicly announced production spokesman told media halt production shortage certain components unable ordered financial settlement pending concluded production envisaged demise vehicles production production line remained closed permanently september changed direct subsidiary named continuing sell lasted october placed receivers announced sold remaining company hands million reportedly owed creditors million owed sir reflection personal investment project creditors managed settle dispute terms company reveal november formally creditors meeting revealed anger creditors taken million cover money company ordinary creditors faced little prospect recovering million left outstanding marketing agency promote left biggest unpaid bill nearly bought planned sell egyptian businessman use university campus intended sold reasons suggested failure calls disappointment receivers suggested taken wrong marketing presented transport presented luxury product market director took exactly purchased remaining stock saying company market sophisticated toy little boy wouldn want parents christmas strategy notably successful sold nearly far higher price managed commentators attributed failure problems marketing strategy year demise globe_and_mail newspaper called great marketing bombs postwar british industry marketing strategy confused promotional depicts leisure vehicle showing boys football pitch women suburban road text suggests substitute car concludes poorly defined appearing trying grasp different markets unable appeal failed fact initially available mail order mistake marks view meant physical inspection product purchasing consumers risky purchase design researcher academic calls notorious example failure describes basic concept wrong points marketing research carried vehicle concept decided notes appears intended mainly aid promotion guide development industrial designer attributes vehicle flawed concept operating bubble believes failed understand difference new market computing mature transport compare comments experience working convinced need industrial designers involved early innovation process shaping basic configurations satisfied simply fundamentally bad idea said early people reacted negatively press didn help low people felt insecure got bad press classic described incredibly fun drive suggesting safety concerns addressed wasn fact doomed national joke noted media expectations electric car reality called fun way getting professor comments suffered design roads attitudes time geared pedal electric vehicles days petrol face height exhaust pipe drivers weren having consider slower moving cycle lanes better education providing showers etc world geared people looking alternatives car hopefully future legacy electric vehicles envisaged producing follow vehicles city car capable travelling miles hour launch event developing family traffic compatible quiet economic pollution free vehicles end 80s described baby family intended city car capable carrying passengers miles hour open sided compartment wheels wood rogers intended effectively updated version 1960s italian built scale mock according looked great specified open sides cost having doors meant escaped lot regulations design similar modern electric vehicle comments production today look contemporary described having futuristic design elongated tear drop shape lightweight body self coloured single possibly roller type rear wheel launched international motor birmingham following development programme million unlike relatively conventional technology intended use batteries times power weight ratio lead acid batteries greater speed range miles single charge approximately dimensions conventional small car measuring metres long metres high metres wide worked batteries realised promise event thermal problems left drawing board went produce smaller electric vehicles lasting damage reputation subsequent media routinely compared highly regarded manufacturer toyota launched received vehicle 1990s finally laid rest flop cult despite lack commercial success released gained unexpected degree cult status later years collectors began purchasing investment items considerably original retail price investor bought film company speculative investment sold years selling customers wanted novel environmentally friendly form transportation found willing customers drivers banned road need driving licence vehicle tax according harper times original retail price special edition original box reported worth collectors owners began modifying vehicles achieve levels performance far envisaged stunt vehicle driving tunnel fire adapted run miles hour aiming break world land speed record wheeled electric vehicle british record type electric vehicle said later mph like running rails stable mph starts getting tricky point tyre blew happened surely dead quoted battery powered vehicle travelled miles min mph engineer set record longest journey completed trip miles miles away nearly died exhaustion tried times drive distance miles engineer fitted jet engine turned monster feet wheels petrol engine capable miles hour videos sir report january launch electric car ahead time report january showing reporter driving cardiff city centre owners clubs alive includes spare parts shop forum owners includes history documentation forum
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