The Sinclair C5 – An Investigation into its Development, Launch, and Subsequent Failure

Abstract

The development of the Sinclair C5 is outlined from its origins to its launch in January 1985. The development is then compared with the “textbook” stages of new product development to highlight differences. Factors that contributed to the failure are examined, encompassing such criticisms as lack of market research, actual development, safety and performance aspects, and so on. Other possible marketing opportunities for the C5 that may have avoided failure for the product are suggested.

Citation

Marks, A.P. (1989), "The Sinclair C5 – An Investigation into its Development, Launch, and Subsequent Failure", European Journal of Marketing, Vol. 23 No. 1, pp. 61-71. https://doi.org/10.1108/EUM0000000000542