Sinclair C5 exactly this tack when he purchased Sinclair Vehicles' remaining stock, saying that his company would market them as "a sophisticated toy": "If you were a little boy, wouldn't you want your parents to get you one this Christmas?" His strategy was notably successful; Ellar sold nearly 7,000 C5s at up to £700 each, far more (and at a higher price) than Sinclair had ever managed. Some commentators attributed the C5's failure to problems with Sinclair's marketing strategy; only a year after the demise of Sinclair Vehicles, the "Globe and Mail" newspaper called it "one of the great marketing bombs of
Clive Sinclair kit, the MK14, based on the National SC/MP chip. By July 1978, a personal computer project was under way. When Sinclair learned the NewBrain could not be sold at below £100 as he envisaged, he turned to a simpler computer. In May 1979 Jim Westwood started the ZX80 project at Science of Cambridge; it was launched in February 1980 at £79.95 in kit form and £99.95 ready-built. In November, Science of Cambridge was renamed Sinclair Computers Ltd. In March 1981, Sinclair Computers was renamed again as Sinclair Research Ltd and the Sinclair ZX81 was launched at £49.95 in kit form