EV traction motor and permanent magnet study

ADI analyzed the North American addressable market for permanent magnets, evaluating the technical dominance of permanent magnet synchronous motors (PSM) over induction and externally excited synchronous motors (EESM) alternatives. The work mapped the rare earth supply chain to identify metallization gaps and localized sourcing risks for major automotive OEMs.

The client

Private equity firm

The situation

Uncertainty regarding the long-term impact of alternative e-motor technologies on permanent magnet demand and supply.

ADI’s contributions

Contribution icon 1

E-motor technology deep-dive

ADI benchmarked PSM, IM, and EESM performance, quantifying the system-level cost benefits of high-efficiency magnet motors.

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Supply chain risk mapping

Analysis of the rare earth value chain revealed a critical metallization capacity gap outside of Chinese control.

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OEM procurement strategy

Primary research through ~20 interviews identified OEM preferences for localized supply and technical support consistency.

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Competitive landscape assessment

Evaluation of established and niche magnet producers based on technical know-how, IP access, and manufacturing track records.

Key outcomes

  • Validated the long-term preference for permanent magnet motors and secured localized supply chain strategies.
Client Results
ADI was a very responsive and thoughtful partner. They brought significant domain expertise and knowledge to the table, which really helped me become a more thoughtful investor in this market.
Ed Davis VP, White Deer Energy

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