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I think there are two many lessons that can be learnt from this story.

1. Stay focussed. 2. Keep your team as small as possible.

3. Ship

They did ship. It's not that rare to see their cars driving around Israel. From what I've heard, owners loved them - less so now, obviously.

I think BP burnt through their money too quickly, and ran out of resources (and investor patience) just as they were starting to get some traction.