SV12 with V10 Brushless/Torque Head Drive, sucking up pet hair, leaving a clean sweep of carpet

As Spring is now just around the corner, it is the perfect time to blow away the cobwebs and tidy up the home. With this in mind, from 1st April – 21st April (or until stocks last), Dyson will have some great offers on some technology to make spring cleaning that bit easier!

Dyson unveiled its most advanced motor technology to date. The all new Dyson digital motor V10 is almost half the weight of its predecessor, the Dyson digital motor V8, and is Dyson’s fastest and most power-dense digital vacuum motor – spinning at up to125,000rpm. Sitting at the heart of the new Dyson Cyclone V10TM cord-free vacuum cleaner, it drives full-size suction power1, with no compromise in versatility.

James Dyson said: ‘A strong performing machine starts with an efficient motor. The Dyson digital motor V10 is Dyson’s most advanced. It’s what enabled us to entirely change the format of a vacuum cleaner, to achieve Dyson’s best ever cord-free machine performance. The Dyson Cyclone V10 vacuum is so light, so powerful, it can deep clean anywhere in your home. It is the reason why I’ve stopped developing full-size vacuums.’

 Dyson Cyclone V10, Easter sales offer

Conventional brushed motors can be bulky, heavy and speed restricted, typically weighing about 800g and spinning at no more than 41,000rpm.

The new Dyson digital motor V10 is Dyson’s most advanced Dyson digital motor. It spins 2,000 times a second, making it Dyson’s fastest digital motor ever. Compared to Dyson’s first generation motor, the Dyson digital motor V2, the Dyson digital motor V10’s power to weight ratio has increased over three times. Such performance increases required Dyson engineers to completely re-engineer the motor:

Where the Dyson digital motor V2 had a two-pole design, the Dyson digital motor V10 has eight poles. This means it can switch faster, making it smaller and lighter. It switches up to 16,000 times a second: exciting the impeller and delivering high performance.

It has a re-engineered impeller. This new diagonal impeller design gives it a long narrow layout and enables it to channel more airflow. Dyson engineers overlapped the impeller’s vanes, creating a larger surface area and improving efficiency.

The motor needed a light, strong shaft that was able to cope with speeds of up to 125,000 rpm. So Dyson engineers used ceramic, which is cured at 1,600 degrees Celsius and three times harder than steel, at half the density.

The Dyson digital motor V10 is intelligent and continually adjusts to maintain maximum performance: it knows its altitude, the barometric pressure, temperature and could even work out the weather. Using its pressure sensors, it knows whether you are upstairs or downstairs. In fact, it is so sensitive it knows the altitude difference between the table and the floor. It uses this information to make minute adjustments to deliver constant performance at different air pressures. It will give the same high performance whether you are in a high altitude city like Mexico City and Denver, or a low lying city like Amsterdam.

The New Dyson Cyclone V10TM vacuum:

The Dyson Cyclone V10TM cord-free vacuum is built around the Dyson digital motor V10. The new motor allowed Dyson engineers to rotate the cyclones and bin assembly by 90 degrees, into an in-line format. This creates a linear airflow path – improving the number of Air Watts of suction by 20%2. It also allows a ‘point and shoot’ bin emptying mechanism for ease of use. And with a choice of up to 40% bigger bin capacity3, you can clean more of your home and empty less. Top to bottom. Then out to the car.


Other cyclonic vacuums can be inefficient. Dust and dirt is not efficiently separated from the airflow so it instead ends up on the filter where it chokes the airflow from the motor. Suction drops. Imagine buying a car which travels at 200km/h but after just a month of driving can only operate at 100km/h.

The Dyson Cyclone V10TM vacuum has the most powerful suction of any cord-free stick vacuum4. 14 cyclones are precisely arranged around the central axis of the machine, enabling the airflow inside each cyclone to travel at up to 120 miles per hour, generating over 79,000G, separating even microscopic dust from the air efficiently.

Other vacuum cleaners can expel dust, allergens and bacteria into the air you breathe.

Dyson engineers have wrapped both the pre- and post-motor filters around the motor as one sealed unit, for improved whole-machine filtration, capturing 99.97% of allergens as small as 0.3 microns – releasing cleaner air.

Energy Storage System

Dyson engineers wanted to deliver enough power to the fast spinning Dyson digital motor V10, while also extending the runtime. They engineered a more energy-dense battery, without any additional weight. Along with improved electronics and battery system management, it gives the new Dyson Cyclone V10TM cord-free vacuum up to 60 minutes of suction. And because the machine has a trigger, rather than an on/off switch the moment you pull the trigger, the motor starts and accelerates to operating speed in a fraction of a second.

Cleaner heads

Dyson engineers don’t stop at the vacuum itself – they are passionate about developing better cleaner heads and tools too. The torque-drive cleaner head has a powerful motor located inside the brush bar. This drives stiff nylon bristles deep into carpet pile to remove ground-in dirt and pet hair, while there are also soft anti-static carbon fibre filaments to remove fine dust from hard floors. The soft-roller cleaner head removes large debris and fine dust from hard floors simultaneously. A larger roller covered in soft woven nylon traps large debris, whilst anti-static carbon fibre filaments removes fine dust. A direct-drive motor sits within the roller, allowing full-width, edge to edge cleaning.

Dyson Digital Motor V10:

Dyson has been researching and developing motor technology for over a decade. In 2009, Dyson introduced the Dyson digital motor V2, spinning at 104,000rpm and weighing just 150g. It did away with carbon dust and enabled Dyson engineers to make a light-weight, high performance cord-free vacuum. Further iterative performance improvements led to the development of the Dyson digital motors V6 and V8.  Last year Dyson has manufactured 40 million high-speed digital motors on their in-house automated production lines and to date has been granted 934 motor patents globally.

To manufacture this motor Dyson engineers have developed a brand new and fully automated manufacturing processes in Dyson’s advanced manufacturing plants in Singapore and the Philippines. 300 autonomous robots assemble our Dyson digital motors across six lines. Equipped with 3D vision, the robots can see and interpret what’s happening in the production line and intelligently wire the motor in just 12 seconds, which also checking the quality.

Dyson Cyclone V10TM vacuum cleaner:

  • Deep cleans carpets. Powerful suction and a torque-drive motor head clean deep into carpet removing ground-in dirt. Sucks up pet hair.
  • Sucks up large debris and fine dust from hard floor. Powerful suction and a soft roller cleaner head remove fine dust and large debris from hard floors.
  • Transforms to a handheld. Quickly and easily transforms to a handheld for cleaning on the stairs, in the car and on the sofa.
  • Ergonomically balanced to clean up high. Lightweight and balanced for floor to ceiling cleaning. Cleans up top, down and low and in-between.
  • Whole-machine filtration captures 99.97% of particles as small as 0.3 microns. Captures dust and allergens to expel cleaner air.
  • Up to 60 minutes fade-free power More power 7-cell lithium-ion batteries without any additional weight. Provides up to 60 minutes of suction.
  • Point and shoot hygienic dirt ejector. Hygienically drives out dust and debris – shooting it in the bin, not on the floor.
  • Acoustically engineered. Acoustic baffles built into the motor diverts direct sound and improves airflow, also reducing noise.

The Dyson Cyclone V10TM vacuum is available at  The machine includes a two year hassle-free warranty on parts and labour. Additional tools can be purchased from the Dyson website.

About Dyson:

Dyson is a global technology company. We transform every category we enter with radical and iconic reinventions that work, perform and look very different. We’re about better ideas and better technologies, to solve the problems that others often ignore.

Finbar O Ceallaigh

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