> But before then you are simply wasting your time.

I disagree. You seem to be discounting the learning aspect. Building an institutional knowledge base of the pile of systems that make up a car is a large task by itself. Different shops approach it differently. One may obsessively reverse engineer the competition, another might tinker with longtime designs.

I fully expect the managers in question saw the spherical wheels as something with maybe a 2% chance of becoming a reality, if that. The point at that stage is not to take a particular design to market, it is to explore the problem space, develop expertise, and work out what strategy to pursue.

From this article, it sounds like they figured out the strategy.