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By Ian Adamson and Richard Kennedy
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The Machine Stopped
The C5 saga chronicles the most depressing
failure of a Sinclair vision. Anticipated for decades and
developed over many years, Sir Clive's electric-powered dream
came and went in ten short months. If tragedy comes in threes
as the old wives maintain, then the ill-fated trike must be
added to the flat screen and QL to complete Sir Clive's trinity
of disasters. Like the television, the idea of producing some
kind of electric vehicle had been a constant preoccupation
for Sinclair since the beginning of his commercial career.
It's ironic that both projects were destined to suffer much
the same ignominious fate.
Although electric-vehicle
research was begun in earnest only at Sinclair Research, company
records suggest that in the early seven ties Chris Curry half-heartedly
tinkered with the embryonic development of the project for
Radionics. Even at this stage it seems the research was active
rather than theoretical, since Norman Hewett recalls spotting
an early prototype rotting away in the depths of the St Ives
Mill, although he stresses that the NEB never had any interest
in the product. Indeed, even among Clive's most loyal supporters
one senses the desire to disown the fruits of this particular
vision. Everyone is at pains to emphasise that the electric
vehicle has always been Sinclair's personal dream rather than
any kind of corporate endeavour. Uncharacteristically, Sinclair
seems to have bowed to this consensus of doubt, and development
of the C5 was postponed until it could be backed by his own
burgeoning fortune.
Although Sinclair has always promoted
the C5 as a 'completely new concept in personal transportation',
a cursory examination of developments in the motor industry
reveals that such claims cannot be supported by history. While
the earliest development of a crude battery-powered car can
be traced to Thomas Davenport's decidedly limited prototypes
of 1834, it wasn't until the beginning of this century that
commercial research and development began in earnest.
According to The Complete Book
of Electric Vehicles, Shacket's definitive history of
the subject, 35 per cent of the vehicles sold in 1900 were
powered by electricity. The market peaked in 1912 when almost
34,000 electric cars were registered. This figure takes into
account only vehicles used as 'personal transportation'. (At
this time, there was an even greater number of commercial
electric vehicles on the streets - i.e. trucks, vans, taxis,
etc.) However, as petrol-powered technology advanced by leaps
and bounds, electric-powered vehicles sank into a decline,
their progress inhibited by the failure of science to make
any significant advances in battery technology.
A century of evidence reveals that
Britain, more than any other industrial power, has intermittently
taken the principle of electric-powered transportation seriously
enough to commit resources to investigating its technical
and commercial viability. As a consequence, in the year Sinclair's
modest contribution was revealed to the world, this country
could boast 30,000 electric-powered vehicles in commercial
use (27,000 of which were milk-floats), while similar developments
in the domestic market still awaited significant technical
innovations.
At the beginning of the 1970s, all
the major political parties recognised that there were votes
to be gained from a gestural support of a broad spectrum of
'ecological issues'. To this end, correspondingly gestural
grants suddenly became available to companies that could cobble
together proposals demonstrating the pursuit of 'ecologically
sound' goals. The compelling combination of an ideological
fad and a crisis in oil ensured that alternatives to the internal
combustion engine were, once again, an acceptable subject
for corporate speculation. But only just. In the event, between
1971 and 1930 the state invested less than £6m. in researching
non-pollutant forms of transport. Almost half of the total
allocation ended up in the hands of the already heavily subsidised
Lucas Aerospace. (To date, the only tangible product of the
Lucas investment is the decidedly uninnovatory van used for
company deliveries.) The remaining subsidies were wisely passed
on to companies researching methods of providing a reliable
power source for electric vehicles, an unsolved problem that
continues to constrain the commercial viability of such products.
Early in 1980, Sinclair was beginning
to feel that he'd finally laid the spectre of the NEB and
was once again at the helm of his own operation. The recently
launched ZX80 looked set for success, and the development
of its successor was well under way. While in lesser mortals
such a period might prompt a sense of cautious optimism, the
new decade found Sinclair in an expansive frame of mind. The
time seemed ripe to re-evaluate the electric vehicle concept.
To this end, Radionics veteran Tony Rogers was hired on a
consultancy basis. It's worth stressing that at this time
Research was just beginning to grapple with the supply and
demand problems precipitated by the success of the ZX80. If
any form of corporate plan existed, it would almost certainly
have been concerned with exploiting the company's tangible
success in a new line of consumer electronics. There were
neither the people nor the financial resources to encourage
dreams of ambitious diversification. Unless you were Clive
Sinclair! Under the circumstances, it seems certain that while
the rest of the company concerned itself with the demands
of the early home-micro enthusiasts, only Sinclair himself
felt confident enough about the future to indulge in one of
his obsessions.
To be fair, there is no reason to
suspect that in the early days the vehicle development would
have consumed much in the way of time or money. The project
was more of a diversion than a fully fledged research programme.
Rogers had a full-time job running the Exeter Academy, and
considered his work for Sinclair as something akin to a challenging
hobby. According to corporate biographer Rodney Dale, Sinclair's
brief to Rogers was sufficiently loose to encourage inspired
tinkering rather than a path of rigorous research:
[Rogers was contracted
to] perform and present a preliminary investigation into
a personal electric vehicle. The vehicle is assumed to carry
one person (with a possible second person only by squeezing),
and is seen as a replacement for a moped and limited to
urban use with a top speed of 30 mph.
(The Sinclair
Story, p.152.)
It seems fair to assume that at the
time Tony Rogers was churning out early prototypes of the
vehicle, Sinclair was perfectly sincere in his desire to create
a revolutionary form of personal transport. As a man for whom
public acclaim invariably takes precedence over monetary gain,
he would have relished the prospect of going down in history
as the inventor who took carbon-dioxide pollution out of the
twentieth century. An authentic realisation of Sinclair's
transportation revolution would have offered social salvation
and commercial success. Furthermore, his stubborn dedication
to the television project demonstrates that neither time nor
escalating research costs would be regarded as significant
obstacles to product realisation. In the event, the stolid
but relentless progress of Clive the visionary was distracted
by legislative developments that awakened the reflex opportunism
of Clive the entrepreneur.
The motivation for accelerating the
vehicle development programme came in March 1980, when the
government abolished motor tax for all types of electric transport.
Overnight, Sinclair's vision started to look like a viable
marketing proposition. Over the next eighteen months, Rogers
pushed ahead with the development of the body design and motor,
but according to his biographer Sinclair took the decision
to make do with existing battery technology:
Part of the ground-up
approach was not to spend... enormous amounts trying to
develop a more efficient battery, but to make use of the
models already available. Sinclair's very sound reasoning
was that a successful electric vehicle would provide the
necessary push to battery manufacturers to pursue their
own developments in the fullness of time: for him to sponsor
this work would be a misplacement of funds.
(ibid., p.154.)
As we have noted, the creation of
a reliable power source for electric vehicles is one of the
major obstacles impeding their commercial development. The
bottom-line quandary that continues to plague battery-technology
development centres around petrol's privileged relationship
with energy. Petrol is valuable because of its massive energy
density. Or to put the battery researcher's problem into perspective,
a kilogram of petrol offers an energy potential of 13,000
watt-hours; the lead-acid equivalent holds a miserable 50
watt-hours of energy. For the moment there appears to be no
contest.
The decision to leave the thorny problems
of battery research to others effectively turned the vehicle
project into little more than a marketing exercise. By opting
to base his design around existing power supplies, Sinclair
avoided addressing problems the solutions to which demanded
genuine technical innovation. Having abandoned any pretence
of technological advance, the only unanswered questions facing
Sinclair concerned public demand and economies of production.
Could the public be persuaded that it needed a three-wheeled
electric moped that came on like an invalid car? Could such
a product be manufactured cheaply enough to be commercially
viable?
By the beginning of 1983, the development
of the Sinclair vehicle had reached the point where serious
investment was required if the product was ever to reach the
marketplace. However, corporate support was conspicuous in
its absence. The phenomenal success of the ZX81 had finally
enabled a Sinclair company to make its presence felt in the
high street; there was every indication that the Spectrum's
imminent launch would ensure a domination of the home-computer
market for the foreseeable future. Company and consumer had
developed a clear sense of corporate identity; it was an image
that centred on low-cost home computers, and had absolutely
nothing to do with electric trikes.
Even Sinclair couldn't remain oblivious
to his colleagues' mounting anxiety as they watched their
mentor's challenging diversion rapidly move towards a production-line
reality. Although on a one-to-one basis Sinclair could be
chillingly convincing about the project's potential, the collective
doubt of a normally uncritically supportive staff persuaded
him that there was no point risking corporate stability unnecessarily.
As we have seen, in January 1983 Sinclair solved his problem
by selling off a small percentage of his personal holdings
in the company. At a time when the value of Sinclair Research
shares were at their peak, this little deal provided him with
cash-in-hand to the tune of around £12m. March saw the
incorporation of a new company, Sinclair Vehicles, whose activities
would be financed by an initial investment of £8.6m.
of the revenue from the share sale. Although we were unable
to trace any record of money changing hands following the
transfer of vehicle development to Sinclair Vehicles, there
can be little doubt that the move would have been greeted
with relief by the doubting hordes at Research. From now on
the parent company could continue to consolidate its success
in splendid isolation, securely insulated from the economic
consequences of a shaky vision.
In March 1983, Sinclair managed to
persuade ex-De Lorean henchman Barrie Wills to take care of
the day-to-day running of Sinclair Vehicles. Although the
new managing director soon discovered that he was overlord
of a company without a product, rumours of further legislative
modifications boded well for the future. The company learned
that 'electrically assisted pedal cycles' were to be singled
out for special treatment under the law. Although owners of
such machines would be constrained by a 15 mph speed limit,
they would also be exempt from insurance, road tax and a driving
licence. Sinclair's vehicle design was modified accordingly.
Making use of his industry contacts,
Wills ended up placing the contract for the final stages of
the C5's development with Lotus. Work on the project was finalised
towards the end of 1983, and the new few months were devoted
to refining the vehicle's bodywork, a task that was tackled
by industrial designer Guy Desbarats. As far as the C5's battery
and motor were concerned, most of the development had been
commissioned out of house. The bulk of the modifications to
the battery had been accomplished by the combined efforts
of Sinclair Vehicles and Oldham. Since Sinclair had decided
that innovations in power-supply technology should be funded
by battery manufacturers, one of the most critical elements
of any electric-vehicle design was conspicuously neglected.
The C5's power supply is essentially a bog-standard (albeit
lightweight) lead-acid battery. Sinclair claims that suitable
modifications were incorporated into the design to compensate
for the effects of repeated draining and recharging, but subsequent
developments cast doubts on the adequacy of this work. The
vehicle's motor was manufactured in Italy by Polymotor, a
subsidiary of Philips. Sinclair's press release went to some
lengths to point out that the Italian company had developed
motors for 'gyros, torpedoes and fast-response actuators'.
What it didn't explain was that the C5's motor belonged to
the less glamorous end of the Polymotor range. Sinclair's
'revolution in personal transportation' would be driven by
a modified washing-machine motor.
With product development close to
completion, Sinclair turned his attention to finding a production
plant for his vehicle. For a while he negotiated with De Lorean's
liquidators in an effort to buy the fallen tycoon's sophisticated
Northern Ireland plant. After a year of talks, the plan was
finally scrapped. In the meantime, the company's twenty-five
staff had found a home for themselves in the Science Park,
right next door to Warwick University where much of the early
vehicle research was completed.
As a veteran of the development-grant
circus, it comes as no surprise that Sinclair had his manufacturing
problem solved by the Welsh Development Agency (WDA). Acting
on behalf of Sinclair Vehicles, the agency persuaded Hoover
that the company's Merthyr Tydfil plant could painlessly adapt
its production line to handle the demands of electric-trike
manufacture. It seems certain that both the WDA and Hoover
allowed themselves to be seduced by Sinclair's wildly optimistic
production projections of 200,000-300,000 units per year.
For the Agency, the project offered the promise of jobs in
an area crippled by unemployment; for Hoover, the contract
offered a significant revenue on a high output and the prospect
of more work in the future as the vehicle range expanded.
As the project's principal subcontractor, Hoover would be
responsible for the bulk of C5 manufacture, with only the
bodywork assembly commissioned elsewhere. (Because of the
specialised equipment required, the C5's pair of polypropylene
injection mouldings became the responsibility of Linpac. According
to the C5's technical specifications, the vehicle's body was
the largest ever mass-produced polypropylene assembly.)
By now, Sinclair's improbable coup
with home computers had made his name synonymous with individual
enterprise and national advance. However dubious the vehicle
project looked on paper, with Clive Sinclair behind it there
were few bold enough to commit their doubts to print. An unusually
restrained Economist feature (25 June 1983) offers
a taste of the pervasive mood of journalistic caution:
'If it was anyone but Sinclair,' said
one competitor, 'we'd say he was bonkers.' But can a man who
has made a fortune out of calculators and computers, and could
double it on flatscreen televisions, be that crazy?
As far as the Welsh workforce and
management were concerned, times were hard and there was very
little incentive to look a gift horse in the mouth, however
questionable its pedigree. The contract was considered important
enough for Hoover to allocate a section of the Merthyr Tydfil
plant exclusively for the production of the Sinclair vehicle.
In addition, the company invested £100,000 in a customised
production line for the project. By the end of 1984, the first
batch of C5s trundled out and began their ill-fated quest
for a non-existent market.
From a distance, the C5 resembles
a giant plastic clog. In spite of the vast amounts of time
and effort that went into the vehicle's external design, at
first glance its most memorable characteristic is its size.
The C5 is small. Small, vulnerable and curiously provisional.
When confronted with a C5, one's thoughts invariably turn
to morbid meditations on juggernauts. With overall dimensions
of S feet 9 inches by 2 feet 5 inches by 2 feet 7 inches,
there was little chance that the C5 would make an instant
impression in traffic. In the critical onslaught that followed
the launch, the majority of commentators voiced anxieties
concerning the wisdom of driving such a diminutive form of
transport in anything approaching heavy traffic:
In fact, I would
not want to drive a C5 in any traffic at all. My head was
on a level with the top of a juggernaut's tyres, the exhaust
fumes blasted into my face. Even with the minuscule front
and rear lights on, I could not feel confident that a lorry
driver so high above the ground would see me. Small wonder
that one of the accessories listed in the C5 brochure is
a high and bright-red reflecting mast, said by the Royal
Society for the Prevention of Accidents to be a 'must'.
(Daily Telegraph,
11 January 1985.)
There were many who maintained that
the 'Hi-Vis Mast' should have been included as a standard
feature.
Before moving on to the C5's launch
and its aftermath, it's worth mentioning that Sinclair was
not alone in his faith in the electric-powered option. Ignored
by all but the specialist press, two companies were busily
completing the development of three more electric vehicles,
all of which were targeted for a 1985 launch. It should be
stressed that none of the neglected trio posed a threat to
Sinclair's plans, since all were directed way up market with
price tags to match their ambitions. However, in spite of
being considerably more expensive than the Sinclair creation,
none of the C5's competitors boasted much in the way of technological
advances. Like Sinclair, both the companies concerned had
opted to design around the limitations of existing technology.
The electric-powered Whisper is an
unremarkable-looking hatchback. Designed and marketed by a
Dutch company called Whisper Electric Cars, the vehicle costs
around £4000 and was launched in August 1985. At a cruising
speed of 30 mph, the Whisper travels 50 miles before requiring
a recharge. The other company involved in electric-vehicle
development is the all-British HIL Electric. Like the Whisper,
both the QT pick-up van and the U36 bubble car boast exteriors
based around standard motor industry designs. To date (July
1986) none of these electric alternatives can be said to have
made much of an impression on the market.
The launch of the C5 electric vehicle
was expensive, glossy and mildly embarrassing. Like the majority
of products from the Sinclair stable, the C5 was initially
announced as being sold on an exclusively mail-order basis.
However, this didn't mean that Sir Clive planned a low-profile
launch for his new baby. According to official statistics,
Sinclair Vehicles sank £3m. into a three-month Primary
Contact promotion. The campaign included television slots
and colour supplement spreads and seemed to be directed at
anyone who would listen:
Targeted broadly
at the family audience, Sinclair believes that the C5 will
appeal equally to the younger generation ... and adults
for activities such as urban commuting, shopping and getting
to the railway station.
(Sinclair Vehicles,
press release, 10 January 1985.)
At first glance, the extravagant brochure
promoting the new product appeared to offer the customary
hallmarks of a standard Sinclair hype. However, behind the
high-gloss pics lurked an undercurrent of desperation. Rather
than promote the C5 as the future of urban transportation,
the static tableaux of businessmen, housewives and their indispensable
C5s served to accentuate the redundancy of the product. Apart
from anything else, it was quite obvious that none of the
featured models would be seen dead driving the contraption
they were attempting to market. The accompanying text was
slightly more convincing. Adopting a shamelessly heroic stance,
it portrayed Sir Clive as a technologically enhanced David,
fearlessly taming the giants of urban chaos:
Sinclair's reputation
is built on cutting giants down to size, turning impersonal
tyrants into personal servants. Sinclair took a desktop
calculator and put it in your pocket ... took the big-business
computer and tucked it into your living room ... took the
television set and made it smaller than a paperback. Now,
with the C5, Sinclair Vehicles puts personal, private transportation
back where it belongs - in the hands of the individual.
('Sinclair C5
- A New Power in Personal Transport'.)
Extending a familiar theme of Sinclair
promotions to something close to breaking point, the blurb
struggled to imply that the purchase of a C5 spelt liberation
from the multinationals and a blow for the humanisation of
the urban landscape. To their credit, there are moments when
the admen came perilously close to making a turkey look like
a dove. But for once reality defeated commercial intent. In
spite of the first-class photography and expensive design,
the C5 still looked like an exiled pedal car from the children's
section of a mail-order catalogue. In spite of the blue-print
style diagrams, Sir Clive's dream machine manifested all the
hi-tech innovation one would expect from a three-wheeled electric
moped wrapped in injection-moulded polypropylene. In spite
of the brochure's depiction of a blue-sky suburbia exclusively
populated by electric trikes and their drivers, readers continued
to speculate on the carnage resulting from C5-omnibus interaction.
The official launch of the C5 at Alexandra
Palace was an unqualified disaster. Ever unpredictable, Sir
Clive had astounded his public by launching his open-topped,
low-performance trike in the middle of winter. The first (and
last) product from Sinclair Vehicles was unveiled on 10 January
1985 and priced at £399. In his opening speech, Sir
Clive confirmed suspicions that, rather than make any serious
attempt at technological advance, Sinclair Vehicles had chosen
to rush out the C5 in the hope of capitalising on the new
electric-vehicle legislation. In any event, the reality that
was the C5 fell well short of the promise of Sir Clive's vision,
and at times his obligatory launch euphoria sounded dangerously
apologetic:
I'm going to start
in a rather unusual fashion by telling you what we're not
announcing today ... we're not announcing a conventional
car. Sinclair Vehicles is dedicated to the development and
production of a full range of electric cars, but today we
have an electric vehicle, the first stage on the road to
an electric car.
(The Sinclair
Story, p.164.)
Although desperate hacks did their
best to evoke the shock-horror vision of packs of 14-year-olds
terrorising the neighbourhood in their customised C5s, it
was clear that the launch offered little mileage for the tabloids.
For the rest of the press, close encounters with the trike
provided the long-a waited opportunity to voice doubts about
the commercial viability of Sinclair's vehicle project. Appallingly
negligent organisation at the launch did much to ensure that
journalists' negative preconceptions were soon confirmed by
experience. It turned out that for one reason or another a
large number of the demonstration machines simply didn't work!
What possible excuse can there be for inviting the press to
assess the reliability of your product and then providing
them with defective machines? A little ahead of schedule,
Sir Clive's new company took on the commercial scars that
are the hallmark of a depressingly enduring Sinclair tradition.
Critical evaluation of the C5 arrived
in three main waves, and little of it did anything to encourage
sales. Even before the official launch the trike was under
attack from the British Safety Council (BSC). It seems that
on 6 January 1985 the Council's James Tye accepted Sir Clive's
invitation to test-drive the new product at Vehicle's Science
Park headquarters. After due consideration, the vociferous
Mr Tye made it clear that he didn't like what he saw. He was
particularly concerned about the prospective mobilisation
of unlicensed, uninsured 14-year-olds; teenagers and C5s was
not a combination the Council relished. Two days before the
launch, the BSC issued a decidedly negative report on the
trike, which was dispatched to its 32,000 members. The following
day, Sir Clive announced his intention to sue both the BSC
and Tye for their 'defamatory remarks' about his project.
Although nothing came of the threat, Sinclair remains bitter
about Tye's opposition to the C5 and the amount of media attention
given over to the BSC's views:
The C5 got a very
bad press. There's an outfit called the British Safety Council
who sound like a government agency ....... go round bad-mouthing
other people's products, as far as I can make out... The
interesting thing was that the ROSPA [Royal Society for
the Prevention of Accidents], who are the real authorities
on safety, thought the C5 was absolutely super. They were
very supportive because they thought it was a great improvement
on the bicycle and motorbikes, so were very keen to see
it succeed. But the press, of course, listened to the vocal
James [Tye].
(Interview, 6 November
1985.)
In the wake of the fateful launch,
intrepid motoring and technology correspondents filed their
anecdotes and voiced their doubts. All In all the critical
response was firmly negative. The following extract is fairly
representative of the general tone of the next-day impressions:
The instructions
were quite simple: sit in, switch on and go. And go the
Sinclair C5 vehicle ... certainly did. For seven minutes.
Then the first battery ran flat. Fortunately, I was not
stuck in the middle of a city rush-hour nor on an isolated
country road ... I pedalled the C5 back to the service point
(my legs are still aching even though the slopes were gentle)
and the spare battery was connected ... But nothing could
compensate for the sheer feeling of vulnerability in spite
of Sinclair's claim that it is far safer than anything on
two wheels. The electrically powered car might be the personal
transport of the future, but if the C5 is anything to go
by, then that day has not yet dawned.
(Daily Telegraph,
11 January 1985.)
Overall, the gentlemen of the press
seemed to suspect that the C5's hardware simply wasn't up
to the task of realising the manufacturer's already rather
limited performance claims with any measure of reliability:
The 250 watt electric
motor which drives one of the back wheels proved incapable
of powering the C5 up even the gentlest slopes without using
pedal power. The tricycle soon started making a plaintive
'peep, peep' noise, signalling that the engine had overheated
... The C5 is compromised by the need to sneak in under
the quaintly named Electrically Assisted Pedal Cycle Regulations
1983. This lays down a maximum power of 250 watts for the
engine which gives the C5 a top speed of 15 mph on the level
less than most cyclists would manage.
(Your Computer,
February 1985.)
If the newspapers cast doubts about
the viability of the Sinclair enterprise, then the measured
assessments of the C5 by consumer and motoring agencies must
take the credit for planting the kiss of death. For example,
the Automobile Association (AA) was in no doubt that many
of Sinclair Vehicles' claims for the C5 were contradicted
by the results of the Association's own tests.
The first of Sinclair's claims to
be called into question was the 'up to 20 miles' range (determined
by the life of the battery) referred to in the advertising
campaigns:
Tests on the AA's
normal suburban fuel-evaluation course gave a 'typical'
range of ten miles, about half that claimed by the makers.
On a cold day, in poor conditions, the battery ran flat
after 6.5 miles.
(Daily Telegraph,
2 May 1985.)
Confirming Your Computer's
suspicion that the C5's motor simply wasn't powerful enough
to drive the vehicle under anything but the most favourable
conditions, the Association recorded a maximum running speed
of 12.5 mph (against the 15 mph claimed by Sinclair Vehicles).
The AA's report had this to say about the C5's running costs:
Running costs for
the C5 over a year would workout at £19.17 on off-peak
electricity or £21.77 at standard rates, allowing
partly for eventual battery replacement. This compared with
£19.25 for a £390 Honda PXSO moped, against
which it was compared. The moped had a maximum range of
150 miles on a tankful of fuel, with an average consumption
of 170 mpg and a maximum speed of more than 30 mph.
(ibid.)
In consideration of the C5's overall
performance, the Association drew the following conclusions:
The C5 looks more
comfortable and convenient than it really is - older cyclists
looking for less pedal effort will be disappointed by the
agility its layout demands. Although it is delightfully
quiet, performance, range and comfort do not compare with
the better mopeds and costs are much closer than one might
think when one allows for the inevitable battery replacement.
(ibid.)
At the top of a sizeable list calling
into question the C5's stability and general roadworthiness,
the A A, like virtually everyone who came into contact with
the machine, expressed concern about the visibility of C5
drivers at large. Once again it was suggested that the 'Hi-Vis
Mast' be incorporated as a standard feature. No one at Sinclair
Vehicles seemed particularly keen to respond to the AA report:
A spokesman for Sinclair
Vehicles said, 'It would seem fruitless to argue in any
detail with an organisation like the AA, but on the question
of running costs compared with a moped, they are not comparing
like with like.'
(ibid.)
If the results of the AA's test amplified
public doubts about the C5, the review of the vehicle in the
consumer magazine Which? effectively dug a grave for the project.
Since the Which? report (June 1985) is essentially
an amalgamation of most of the criticisms of the C5 that we
have already noted, we'll simply list some of the survey's
somewhat cryptic summary as an indication of the areas of
concern:
How
far? A lot less than claimed.
How fast? Hard to keep up with traffic.
Handling and braking? Adequate.
How safe? Not very good.
How manoeuvrable? Disappointing.
How secure? Too easy to steal.
How reliable? Not promising.
Our verdict: of limited use in its present form; poor value
for money.
But enough from the professionals
who get paid to complain. How was the real world responding
to the arrival of the C5? In the light of the initial mail-order-only
policy, the only place that Joe Public was likely to come
across a C5 was in the local electricity showrooms which displayed
the vehicle for a couple of months after the launch. With
such limited exposure, it's unlikely that the C5's launch
was noticed by many outside the sizeable but hardly representative
network of Sinclair supporters.
In the absence of reliable statistics,
it's difficult to assess the initial response to the mail-order
promotion. Four weeks after the launch the company was celebrating
the sale of a modest 1000 units (remember, Hoover were geared
up to produce 200,000 C5s in the first year), and one month
later Barrie Wills was claiming that there were 5000 C5s on
the road. In addition, Sinclair Vehicles had doubled its sales
staff and was struggling to process around 200,000 information
requests about the C5. So all was well. Or was it? Was there
anything to be concluded from the discreet announcement that
plans for an expansion of the vehicle production line had
been temporarily 'postponed'?
In February 1985, a reporter from
The Times succeeded where we failed by unearthing some
of the early buyers of Sir Clive's transportation revolution.
How did it feel to be the first on your block to own a C5?
Take 48-year-old businessman Roger Wilding:
Most of us hope that
electric vehicles will take over one day because they are
cheaper, quieter and pollution-free. Sinclair seemed to
be taking a big step towards achieving this and I felt it
was important to support him. However, I thought the C5
would be more sophisticated and, although the design is
very clever and it performs surprisingly well, the technology
is not very innovative. I'm a little disappointed and am
thinking of selling.'
(5 February 1985.)
Or disabled pensioner Dick German:
'I was very excited
when it first arrived, but the first time I tried it out
it would just not go up a hill and I had to come home. I
then got my stepson to have a go and he didn't get much
further, so I have sent it back.'
(ibid.)
Apparently unaffected by the portents
of impending doom, Sir Clive felt inspired to announce a new
product. Scattering investment projections of around the £l00m.
mark, he anticipated that by 1990 Sinclair Vehicles would
be marketing the C15, an electric powered four-seater car
capable of speeds of up to 80 mph. Dismissing the possibility
of using a combination of electric and petrol/diesel power,
he explained that his design would be based around innovations
in battery technology. One suspects that Sir Clive's compelling
dreams were relying on the principles of innovation as an
act of will. Certainly he offered no indication of the kind
of approach he would employ in his solution of one of the
century's most elusive technological problems. However, he
was clear about the shape of the new vehicle and the kind
of wheels he might use:
The car has a futuristic
design with an elongated 'tear-drop' shape, a lightweight
body made of self-coloured polypropylene and a single, possibly
'roller' type rear wheel.
(The Times,
3 February 1985.)
Back in the real world, by March 1985
it was clear that Sinclair and Wills were becoming anxious
about the public's sluggish response to an extremely expensive
promotion. There was a serious danger that the C5 would be
lost in a sea of indifference. Sir Clive's inspired solution
to the problem was to hire teams of unemployed teenagers to
ride C5s around the capital promoting public awareness of
the product. The campaign was later extended to Birmingham
and Leeds. The experiment got the C5 noticed, but there's
little evidence that it boosted sales. From 1 March, the C5
started to be sold in the high street through the Woolworth
and Comet chainstores, with the latter buying in a launch
stock of 1600 units. Nine months later, both companies were
stuck with the bulk of their original orders, and slashed
the C5's price by 65 per cent in an effort to move the product.
To make a bad situation worse, Sinclair
had received numerous complaints that the C5's performance
was impaired by the plastic moulding attached to the gearbox.
The decision was taken to halt production for three weeks
so that the problem could be sorted out. The 100 Hoover workers
concerned with C5 production were shifted to replacing the
plastic moulding on the vehicles currently in stock.
From this point on, it was downhill
all the way for the C5. As the least of his problems, the
Advertising Standards Authority surfaced in April to announce
that it would uphold complaints that called into question
launch promotion claims for the C5. It seems that the Authority
considered the most contentious claim to be that the trike
was 'far safer than anything on two wheels'. It's certainly
true that there was absolutely no evidence to support the
assertion. In the same month, production recommenced in Merthyr
Tydfil, but demand for the C5 had ground to a virtual standstill
so it was hardly worth the effort. Production was cut by 95
per cent and Hoover churned out a mere 100 C5s a week.
When in May the project's production
controller was made redundant, Sinclair was forced to confess
that, at 6000, unsold stocks were twice previously disclosed
levels. In a desperate bid to drum up business, Sir Clive
announced his intention to 'seek export markets, particularly
in Holland'. A few days later, the Dutch National Transport
Service ruled that the C5 was not suitable for Dutch roads
in its present form. According to the NTS, the C5's braking
system needed to be improved, more reflectors were required
and the 'Hi-Vis Mast' would have to become a standard fixture.
Much the same requirements were demanded by most of the ten
countries in which Sir Clive intended launching the C5, so
he had no choice but to comply.
As we have seen, throughout 1985 Sinclair
Research was mirroring Vehicle's disastrous trajectory, and
by June the company was looking to Robert Maxwell to bail
it out. During this period, negotiations with Maxwell along
with the search for alternative solutions to the Research
crisis meant that the computer company claimed both Sir Clive's
time and his attention. Apart from his half-heartedly exploring
the export potential for the C5 in the States and the Far
East (approaching primarily leisure resort chains and hiring
outfits), it seemed that any decision concerning the fate
of Sinclair Vehicles would have to await the resolution of
more pressing concerns. Then it was leaked that the company
was up for sale and that Sir Clive was already talking with
prospective clients. It seems that Sinclair had decided to
rid himself of a millstone that required more attention than
he had time on his hands.
It was presumably news of the sale
and the frustration of being pushed to the back of Sir Clive's
concerns that prompted Hoover to draw up a writ announcing
its intention to sue him personally to the tune of £1.Sm.
By the second week in July when Hoover made its surprise move,
Sir Clive's plans to sell Sinclair Vehicles had collapsed
when he turned down an offer of £2.7m. for the company.
In what was presumably an attempt to spur him into action,
Hoover was pressing for the full £1,525,000 in respect
of C5 production from November 1984 to date, and an additional
£32,720 interest. In the end, the company never served
its writ. Temporarily pacified by personal guarantees from
Sir Clive, Hoover was seduced into accepting negotiation.
The company even agreed to set ten of its workers to the modification
of C5 stock for sale in Europe. However, by the second week
in August Hoover decided that it had demonstrated more than
enough restraint, and publicly announced that it was stopping
all work on the C5:
We have run out of
several key parts and do not wish to plan for any further
inventories until our differences with Sir Clive are resolved.
(Guardian,
13 August 1985.)
Out in the high street, Sir Clive's
declining fortunes were reflected in the fall in shelf value
of his companies' products. Stores discounted Sinclair goods
in the hope of pruning stock before the seemingly inevitable
liquidation turned it into throwaway sale fodder. In some
of the larger stores, a C5 along with a complete set of accessories
could be picked up for £139.99!
On 15 October 1985, Sir Clive finally
got around to making the announcement everyone had been expecting.
Sinclair Vehicles had officially been placed in the hands
of the receiver on Friday, 12 October. It fell to London accountants
Begpie, Pickering and Co. to untangle the £700,000 worth
of debts owed to 110 suppliers. In the month before the receivers
were appointed Sinclair Vehicles was renamed TPD Limited.
On the date the receivership of TPD was announced, it was
also stated that Sinclair Vehicle Sales Limited held the C5
stock and according to the Guardian was involved in continuing
research. The message appeared to be that in seizing the receivership
option, Sir Clive had secured vehicle development rather than
throwing it to the wolves of the City:
The company [TPD
Ltd] said yesterday that research on two new electric cars
was well ahead. Sir Clive had been advised to call in the
receivers 'to ensure the future of the electric vehicle
venture and its research activities'.
(Guardian, 15 October
1985.)
There seems little point in speculating
about how the original Sinclair Vehicle debt to Hoover of
£1.5m. failed to make the transition to TPD's accounting.
Hoover refuses to comment on the affair, and Sinclair simply
confirms rather coyly that the 'issue has been resolved'.
Although Hoover is presumably satisfied by whatever settlement
finally resolved its problems with Sinclair, one doubts whether
the same can be said of the vehicle's production-line workers.
When TPD finally crawled into voluntary
liquidation on 4 November 1985, there was an opportunity to
assess the cost of Sir Clive's ten-month support of a loss
leader. At the shareholders' meeting at which he announced
his decision to liquidate, it was revealed that in addition
to Sinclair's original investment of £8.6m. (of the
£12m. earned from his sale of Research shares), he had
also pumped in a further £5.9m. of his own capital.
This second stage of Sir Clive's investment was passed to
the company in the form of a loan secured by debenture. In
other words, although the original investment was gone for
good, the £5.9m. would be recovered.
According to the results of the shareholders'
meeting, there were 4500 unsold C5s in TPD's hands as the
company was liquidated, and the company's total deficit appeared
to be around £6.4m. So what has Sir Clive's £8.6m
loss bought him in the way of experience? Well, although he
could hardly be described as eating humble pie, the arrival
of the liquidator invariably inspires gestures of penance,
which in Sinclair's case amounted to the recognition of undeniable
errors of judgement. He certainly conceded that there is no
room for a partially developed electric vehicle like the C5,
and today insists that future developments will tackle the
fundamental problems of battery innovation. By rushing ahead
half-cocked in an effort to exploit a loophole in EEC regulations,
Sinclair has set himself the additional hurdle of repairing
his tattered credibility before he can even begin to consider
marketing related products. According to the Financial
Times, Sir Clive has also come round to the position where
he might admit that it would have been more prudent to launch
his open-topped trike in the spring rather than the winter!
Under more favourable circumstances,
the C5 débâcle would have been of little
consequence. A rich man's folly. However, alongside the failures
of both the QL and the flat screen and coupled with the crisis
at Research, the conspicuous collapse of Sinclair Vehicles
did much to confirm institutional suspicions that Sir Clive
was a bad risk. What could be worse at a time when Sinclair
needed investment more urgently than at any other period in
his commercial life?
One might have hoped that with the
failure of both the flat-screen television and the C5, Sir
Clive would have finally driven his long-term obsessions from
his system. Not a chance! When we interviewed him the day
after the TPD liquidation announcement, Sinclair was bullish
in his determination to press on with vehicle development.
Presumably building on research now in the hands of Sinclair
Vehicles (Sales), Sir Clive intends a return to the pursuit
of his original vision. In some shape or form, finance permitting
we can expect the arrival of an enclosed two-seater C5 marketed
as the C10, and a deluxe, four-seater 'teardrop-on-rollers',
otherwise known as the C15.
One can only pray that Sir Clive will
shelve his plans to develop a personal, vertical-takeoff aircraft!
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