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
Sinclair C5 managed to convince him that the project would work. In 1984, Sinclair Vehicles' new head office was established in Coventry in the West Midlands, an area with a long-established link with the motor industry. The project's prospects were boosted by changes in the British government's approach to electric vehicles. In March 1980, it had abolished Vehicle Excise Duty for electric vehicles and by the start of 1983, the Department of Transport was working on legislation that would introduce a new category of vehicle – the "electrically assisted pedal cycle". This had a number of significant advantages from Sinclair's point of