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Overcoming the need for rare-earth based parts may speed up the acceptance of both EVs and PHEVs among other customer profiles. But anyway, when it comes to non-permanent magnets, I've been more familiar with the ones fitted to gensets, and would take with a grain of salt any claim about increased efficiency of a similar approach to non-permanent magnets on motors. Otherwise it would be just simpler to repurpose some motors fitted to industrial machinery and home appliances, which used to not rely on permament magnets sometimes, and match them to a CVT.
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