Segway PT - Early History and Pre-release Marketing

Early History and Pre-release Marketing

The Segway PT was known by the names Ginger and IT before it was unveiled. Ginger came out of the first product that used Kamen's balancing technology, the iBOT wheelchair. During development at the University of Plymouth, in conjunction with BAE Systems and Sumitomo Precision Products, the iBot was nicknamed Fred Upstairs (after Fred Astaire) because it can climb stairs: hence the name Ginger, after Astaire's regular film partner, Ginger Rogers, for a successor product.

The invention, development, and financing of the Segway was the subject of a narrative nonfiction book, Code Name Ginger (in paperback as Reinventing the Wheel), by journalist Steve Kemper. The leak of information from that book led to rampant speculation about the "IT" device prior to release. The speculation created an unexpected advance buzz about the product that was, at times, hyperbolic. Steve Jobs was quoted as saying that, it was "as big a deal as the PC", though later sources quoted him as saying when first introduced to the product that its design "sucked". John Doerr speculated that it would be more important than the Internet. Articles were written in major publications speculating on it being a Stirling engine. South Park devoted an episode to making fun of the hype before the product was released.

The product was unveiled 3 December 2001, in Bryant Park, the privately managed public park located in the New York City borough of Manhattan, on the ABC News morning program Good Morning America.