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Electric motors have long been considered a mature technology. But in a recent Munro & Associates conversation, Ankit Somani and Yateendra Deshpande—co-founders of Conifer—explain why that assumption no longer holds true. By reimagining the entire motor architecture using ferrite magnets and lean manufacturing, Conifer is forging a path that could reshape the electric powertrain landscape for small mobility applications.
Conifer’s approach to next-generation motor design combines lean manufacturing breakthroughs with a rare-earth-free hub motor that’s set to redefine in-wheel propulsion—from scooters to delivery vehicles.
Challenging the Rare Earth Monopoly
Traditional electric motors—especially those used in traction applications—rely heavily on neodymium-based rare earth magnets. These materials offer high power density but come at significant cost and geopolitical risk. Supply chain volatility has made neodymium magnets increasingly expensive and difficult to source.
Conifer’s approach sidesteps this constraint entirely. Their motors leverage ferrite magnets—a much older and cheaper alternative that has powered small appliances for decades. While ferrites typically deliver lower magnetic performance, Conifer has unlocked a design and control strategy that allows these abundant materials to rival rare earth-based motors in both torque and power density.
This shift from exotic to accessible materials represents a potential game changer. As Deshpande puts it, “If you can match the torque and power density of a neodymium magnet motor with ferrite magnets, that’s a dominant technology.”
Motors Reimagined from a Clean Sheet
Rather than retrofitting existing designs, Conifer started with a clean slate. Their architecture rethinks every aspect of motor design—from material selection and geometry to the manufacturing process itself.
By emphasizing manufacturability from day one, they engineered systems that reduce the reliance on expensive, specialized tooling. For instance, Conifer’s approach allows stator windings to be produced more like battery cells—dramatically lowering capital equipment costs. “It’s fundamentally like winding a battery cell,” Deshpande explains, “which makes it easier to automate and scale.”
The impact of this rethink is massive. Traditional motor manufacturing involves high-cost, high-volume stamping dies for silicon steel laminations, with wear rates requiring frequent replacement. Conifer’s architecture slashes this requirement by using a fraction of the expensive silicon steel and eliminating the need for rare earth magnets.
Built-In Flexibility: Serving Low-Volume, High-Impact Markets
Conifer’s motors are especially suited for applications in the 10–30 horsepower range—a largely underserved segment between low-power actuators and large automotive traction motors. This range includes two- and three-wheelers, small delivery vehicles, compact off-road machines, and light industrial platforms.
What makes Conifer’s offering particularly compelling is their lean manufacturing system’s adaptability. Traditional motor factories are optimized for massive scale. In contrast, Conifer’s lower tooling investment and flexible production lines enable economically viable production at smaller volumes. This opens doors to custom motor variants and niche applications—something previously off-limits due to cost constraints.
As Somani explains, “With a flexible line, you can go after smaller volume opportunities and get ROI faster. That’s been missing from the motor business for decades.”
Hub Motors: Reinventing the Wheel
Conifer focuses early efforts on hub motors. These compact units embed directly into vehicle wheels. They eliminate driveshafts, differentials, and complex gear trains. The concept isn’t new—but Conifer’s approach is.
Their in-wheel design uses an axial flux motor paired with a pancake-style planetary gearset—all contained within the wheel housing. This setup maximizes packaging efficiency, leaves more chassis space for batteries or cargo, and reduces mechanical complexity.
In two-wheeler applications—such as electric scooters and motorcycles—this design shines. It enables direct drive configurations where the motor is the wheel, offering high efficiency and simplified assembly. In high-volume markets like China, where tens of millions of two-wheelers are sold annually, the benefits scale rapidly.
Conifer is also addressing a known challenge with hub motors: torque. Traditional hub motors struggle to generate the torque needed for demanding applications without growing excessively large. By integrating gearing into their compact design, Conifer achieves the needed torque without sacrificing form factor—a key innovation for market expansion.
Beyond Two-Wheelers: Applications and Opportunities
While the current focus is on scooters and compact mobility, Conifer’s platform is adaptable to three-wheelers, golf carts, small trailers, and potentially even light four-wheel vehicles.
For example, a three-wheeled delivery vehicle can benefit from twin rear in-wheel motors—eliminating differentials and increasing cargo space. Similarly, trailer manufacturers have expressed interest in powered wheel modules for maneuverability and regenerative braking.
The scalability of Conifer’s concept makes it ideal for developing regions as well. With low infrastructure requirements and solar-charged systems, affordable ferrite-powered scooters could bring transportation—and access to education and healthcare—to underserved populations.
Manufacturing Insight: What Makes Conifer Unique
Traditional motor manufacturing involves vertically integrated systems and massive capital investment. Stator windings require expensive machines. Laminations consume stamping dies at a punishing rate. These factors create high entry barriers and force companies to target massive markets.
Conifer’s modular, simplified process redefines this equation. Because their architecture reduces the need for rare materials and complex tooling, they can spin up flexible, smaller-volume production lines that meet diverse global needs.
The result? A lean, scalable manufacturing model that aligns perfectly with emerging EV markets and decentralized production.
A Company Rooted in Materials Science
Even the name “Conifer” carries technical significance. It’s derived from the chemical symbols for cobalt (Co), nickel (Ni), and iron (Fe)—the three ferromagnetic elements fundamental to motor design. This branding reflects Conifer’s focus on the magnetic core of electric propulsion, while also hinting at sustainability (conifer trees are major carbon sinks).
Their company vision aligns with this ethos. They aim not only to improve performance and reduce cost, but to democratize electric mobility by eliminating dependence on geopolitically fraught materials.
Conclusion: A New Axis for Motor Innovation
Conifer is not just building a better motor. It’s creating an entirely new axis of performance: one that combines cost reduction, material accessibility, and lean design without sacrificing efficiency or torque. This is not a marginal improvement—it’s a foundational change.
By delivering rare-earth-free hub motors with competitive torque and power density, Conifer is opening doors to electrification where it previously wasn’t viable. Whether for city scooters, industrial carts, or emerging market transportation, their technology unlocks new possibilities.
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