Be brave. Taking tough decisions.

You might not realise that 15 minutes of hand washing is more effective than two hours in a washing machine. At first, neither did our engineers. But following this discovery, they didn't just introduce a new idea to the market, but a new dilemma for our finance team too.

CR01 was Dyson's first washing machine. It worked differently. Instead of a single drum that subjected clothes to the primitive ‘dunk and spin’ found in conventional technology, it used a contra-rotating dual drum to replicate the flexing motion typical of hand washing.

The cleaning results were far superior. With two drums spinning in opposite directions, clothes danced around inside releasing dirt from the fabric more quickly while maintaining shape and colour. And the machine's larger 7kg capacity solved another problem – tackling big washing loads.

CR01 was an engineering success. A triumph of problem solving. And owners loved it. But sometimes, even when you've got the technology right, there are other things to consider. And our passion for perfecting our machines meant that, with CR01, we were faced with a difficult choice.

Despite its superior performance, existing production techniques made the machine too expensive to continue manufacturing and servicing. We had a great idea and we made a great machine. But on some occasions, that's not enough.

Ceasing production, we began to inform CR01 owners that we could no longer support their machine with Dyson engineered parts. Many rejected our offer of a competitor replacement, instead choosing to continue with their Dyson washing machine for as long as they could.

Today, our rivals may have adopted larger 7kg drums. But they're yet to match our contra-rotating technology. When the manufacturing techniques catch up with our ideas, we'll think again about the Dyson washing machine