What we can learn from the Sinclair C5

Recently for a marketing class, I was asked to read a piece describing the failure of a new-to-market product: Sinclair C5. Maybe you heard of Sir Clive Sinclair? He began the lab that created a very successful personal computer called ZX Spectrum. Anyways, he had a genius idea to develop an electric vehicle for personal use, thus the C5.

The concept of the C5 was quite brilliant. He designed a small, moped type vehicle for relatively cheap cost and decently user-friendly, for the 1970s. It was also electric powered. However, Sinclair, in his infinite arrogance, believed he had no reason to undergo any type of research on his target audience. He believed that if he built it, they would purchase. He targeted “14 year olds, the housewife for urban commuting and generally anyone else who needed to get about,” (Marks, The Sinclair C5, 1989, Vol. 23). Marketers tried to push the C5 as a ‘serious’ transportation option, meant to take place of cars and mopeds. However, the C5 could barely get 15 mpg and was unpredictable in traveling uphill. In all, the C5 did not perform how it was marketed, did not reach the market it intended and was overall a dud. Only 10,000 of the C5’s were even sold in all of England.

So then, what can public relations professionals take from the failure of the Sinclair C5? Basically, push managers developing new products or concepts to research adequately. Had Sinclair done his homework, he would know that making the C5 a ‘mail-to-order’ item would destroy any hope for a successful product launch. Public relations people need to make sure that there is a connection between the audience and the product and continue finding ways to improve that relationship. Also, public relations people could explain that understanding the audience and showing them the need they initially have for the product, will benefit the company tremendously.

Overall, Sinclair C5 is what NOT to do when developing a new product. It is something all public relations folks should read over and understand so not to make the same mistakes Sinclair did. 

The Sinclair C5 -  An investigation into its development, launch and subsequent failure by Andrew P. Marks, Paisley College of Technology, Glasgow. 1989, VOL. 23