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Accidental Death Of Owner Adds To Segway's Image Problems

The Segway has struggled to expand beyond its status as a niche product since its debut nine years ago. The death of owner Jimi Heselden, who accidently drove a Segway off a cliff yesterday, presents fresh challenges as the company tries to broaden its appeal, Chris Spillane and Ryan Flinn report. The two-wheeled, self-balancing device allows riders to remain upright and steer with body movements.

"They have to use it as teachable moment for their customers," says Glenn Bunting, managing director of public relations firm Sitrick and Co. "What we would recommend is: Thoroughly investigate how this tragedy occurred, and from it, not only do you learn, but use it for an opportunity to enhance safety measures."

Spillane and Flinn write that the death marks a low point for the Segway, which was initially greeted with a lot of hype and media attention. But initial demand was weak and subsequent recalls further diminished its appeal.

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