"Imitation? We Innovate"...Dyson Founder Makes Surprise Appearance in Berlin [IFA 2025]

Sir James Dyson: "While Others Imitate, We Innovate"
Debuts the World's Thinnest Cordless Vacuum Cleaner
Confronts Price Controversy with Emphasis on Technological Innovation
Unveils 11 New Products, Including a Robot Vacuum Cleaner

Sir James Dyson, founder and chief engineer of Dyson-often referred to as the "synonym for cordless vacuum cleaners"-made a surprise appearance in downtown Berlin. Sir Dyson personally introduced a new product lineup aimed at the European market, stating, "Competition is not a bad thing, but imitation narrows consumers' choices for innovative products and solutions." In response to the pursuit of competitors from countries such as South Korea and China, as well as ongoing price controversies, he chose to confront these issues head-on with "technological innovation."

Sir James Dyson, founder and chief engineer of Dyson, held a private meeting on the afternoon of the 4th (local time) at the Dyson demo exhibition hall located in downtown Berlin, Germany, exclusively for a select few media representatives worldwide, where he personally unveiled 11 new products. Photo by Heejoon Jang

On the afternoon of the 4th (local time), Sir Dyson held a private meeting at the Dyson demo exhibition hall in downtown Berlin, Germany, exclusively for a select group of media representatives worldwide, where he personally unveiled 11 new products. The event began with a video of a vintage BMW Mini driving on the screen, which soon stopped in front of the Dyson store where the meeting was held. Sir Dyson stepped out of the driver's seat and entered the store carrying the "Dyson Pencil Bag" vacuum cleaner himself.

His staged entrance carried a meaningful message. Sir Alec Issigonis, the creator of the Mini, is recognized as a figure who completely transformed the interior of vehicles through innovative design and engineering. The Mini was the first car to drive its front wheels with a transverse engine, increasing interior space while reducing overall length.

In other words, the innovative spirit of challenging and transforming design and technology is exactly what Dyson aspires to. Instead of attending the "IFA 2025," Europe's largest home appliance exhibition, which runs for five days from September 5, Dyson chose to hold this showcase in the same city, underscoring this very message.

Sir James Dyson, founder and chief engineer of Dyson, held a private meeting on the afternoon of the 4th (local time) at the Dyson demo exhibition hall located in downtown Berlin, Germany, exclusively for a select few media representatives worldwide, where he personally unveiled 11 new products. Photo by Jang Heejoon

Dyson has made waves in global markets such as South Korea with products like cordless vacuum cleaners and the Airwrap, but has also faced controversies over after-sales service and high prices. The issue of pricing has also arisen due to the rapid pursuit of competitors. Sir Dyson remarked, "Dyson is one of the brands most affected by copies, counterfeits, or low-quality or simply cheaper versions," adding, "Those who imitate only manage to lower the price by reducing production costs, but ultimately, they do not provide genuine service to consumers."

Despite various controversies, he declared that Dyson would compete with products that are "worth the price" through technological innovation and new research. He explained, "Dyson is the one driving the development work that takes time and money, such as miniaturizing motors and various components and implementing new form factors. This is why Dyson's prices remain high."

Sir James Dyson, founder and chief engineer of Dyson, held a private meeting on the afternoon of the 4th (local time) at the Dyson demo exhibition hall located in downtown Berlin, Germany, exclusively for a select few media outlets worldwide, unveiling 11 new products in person. The BMW Mini vintage model that he staged for his entrance. Photo by Jang Heejun

At this exclusive event, Sir Dyson unveiled a total of 11 new products across various categories, including vacuum cleaners, air purifiers, and beauty devices-the largest number ever. Among them, six products, such as the Dyson Pencil Bag Fluffycon Cordless Vacuum Cleaner, Dyson V16 Piston Animal, and Airwrap Coanda 2X Multi Styler and Dryer, were already launched in the Korean market between April and August of this year. This highlights the significance of the Korean market for Dyson.

The "Dyson Pencil Bag Fluffycon Cordless Vacuum Cleaner" features a diameter of 38mm, optimized for one-handed use, making it the thinnest vacuum cleaner in the world. Its newly developed Hypermedium motor, with a diameter of 28mm and 140,000 revolutions per minute, delivers both lightweight and powerful performance. The "Dyson V16 Piston Animal," touted as Dyson's most powerful cordless vacuum cleaner, increases suction power with five additional cyclones when boost mode is activated.

Sir James Dyson, founder and chief engineer of Dyson, held a private meeting in downtown Berlin, Germany, on the 4th (local time) and unveiled a large number of 11 next-generation new products. Photo by Jang Heejun

Dyson also introduced a new product for the robot vacuum cleaner market, which has been dominated by Chinese companies. The Dyson Spot and Scrub AI Robot Vacuum Cleaner is a next-generation device that supports both dry and wet cleaning, using artificial intelligence to detect hidden stains and contaminants. It compares images before and after cleaning, meticulously repeating the same area until all dirt is removed. Sir Dyson said, "Many Dyson engineers have been developing robot vacuum cleaners since the 1990s, and after launching our first model in 2001, we have continued to advance our technology. Now, we have completed a robot that utilizes cutting-edge AI."

In response to criticism over delayed product launches, Sir Dyson once again pointed to "technological innovation" as the answer. He emphasized, "We have been redefining the format of our products through design, engineering, and cutting-edge research," adding, "By developing new motors, heaters, separation systems, and aerodynamic technologies, we have fundamentally changed the format of our products while also enhancing performance."