Many reasons have been suggested for the failure of Sinclair Vehicles and what Dale calls "the jigsaw of the C5's disappointment".[1] One of the receivers of Sinclair Vehicles, John Sapte, suggested that Sinclair had taken the wrong tack with its marketing of the C5: "It was presented as a serious transport, when perhaps it should have been presented as a luxury product, an up-market plaything."[2] Ellar's director Maurice Levensohn took 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?"[3] His strategy was successful; Ellar sold nearly 7,000 C5s at up to £700 each, far more (and at a higher price) than Sinclair had ever managed.[82]