TY  - JOUR
AB  - Sir Clive Sinclair – an electronics genius – has
developed a number of completely innovative
products and made remarkable breakthroughs in
technology. He has had great success, but also
some disasters, the most notable being the C5
electric vehicle. The reasons for this failure are
examined mainly from a marketing perspective.
Sinclair ignored the basic principles of marketing
and new product development, and thereby made
a number of fundamental errors. The market was
badly defined, there was a lack of both quantitative
and qualitative market research, the safety and
performance aspects of the vehicle failed to meet
the manufacturer′s claims, the advertising messages
were confusing, the product and price unsatisfactory
and the distribution methods chosen were
inappropriate to such a new product concept – in
general, marketing principles were totally ignored.
Suggestions as to how the C5 failure could have
been avoided are presented.
VL  - 28
IS  - 4
SN  - 0025-1747
DO  - 10.1108/EUM0000000000059
UR  - https://doi.org/10.1108/EUM0000000000059
AU  - Marks Andrew P.
PY  - 1990
Y1  - 1990/01/01
TI  - The Sinclair C5 – Why Did it Fail?
T2  - Management Decision
PB  - MCB UP Ltd
Y2  - 2024/04/23
ER  -