"High quality and technical excellence" are brand image perceptions, and do not necessarily reflect actual capability of a producer. High cost is often perceived as high quality when it may not be true. There are many low cost producers who exceed the quality and technical excellence of the high cost producers. In fact, that's likely more true than it is not.
In this instance, Dyson’s plans relied on several major innovations, including a fast-charging solid state lithium battery. This key technology though resisted commercialization, which deprived Dyson of a projected advantage in the marketplace.