Exactly. 4 years to develop the Utopia. 4 years of spending money, not making it, then all the tooling etc as well as the costs you mention and sales volumes aren't going to be massively high. You either need to be a 'boutique' brand like Bottlehead (hope you're not offended by the description Doc!) with a quality product in a niche or a massive brand with deep pockets. Either way a major new product carries significant risk.