Skip to content

Canada's Business and Tech Newsroom

  • Professional Subscription
  • Partnerships & Advertising
  • Licensing & Syndication
Log In Subscribe
Welcome,
  • My Account
  • Log Out
  • Business
  • Tech
  • National
  • The Big Read
  • Briefings
  • Commentary
Search
Log In Subscribe
Welcome,
  • My Account
  • Log Out
Shift newsletter

Startups race to remake the electric motor

Rare-earth magnets are a messy part of the EV supply chain—and, some Canadian companies say, an area ripe for innovation. 

The market for rare-earth oxides is expected to grow fivefold by 2040, according to a recent report from Toronto-based consulting firm Adamas Intelligence, amid a rise not only in demand for electric vehicles, but for other booming technologies like wind turbines and cloud-computing centres. Magnets containing rare-earth elements like neodymium, combined with other metals, are prized for making highly efficient electric motors called permanent-magnet motors.

Shift newsletter

Startups race to remake the electric motor

Reduce, re-use rare-earths

By Anita Balakrishnan
Stacy Bell holds a vial of mixed rare earth oxides. Bell is a metallurgist at Kingston Metals and Materials, as part of a partnership with Cyclic Materials. Photo: Handout/Cyclic Materials
May 25, 2023
A A
A Small A Medium A Large
Share

Share

Rare-earth magnets are a messy part of the EV supply chain—and, some Canadian companies say, an area ripe for innovation. 

The market for rare-earth oxides is expected to grow fivefold by 2040, according to a recent report from Toronto-based consulting firm Adamas Intelligence, amid a rise not only in demand for electric vehicles, but for other booming technologies like wind turbines and cloud-computing centres. Magnets containing rare-earth elements like neodymium, combined with other metals, are prized for making highly efficient electric motors called permanent-magnet motors.

“We are moving towards a future that has more and more robots in our lives…if they have arms or they move, they usually have an electric motor,” said Ahmad Ghahreman, CEO and co-founder of Kingston, Ont.-based Cyclic Materials, which recycles rare-earth elements in addition to other critical minerals.

“We are electrifying our society—for instance, think of electric lawn mowers. You’re putting very expensive, valuable batteries on those products… it’s just the right thing to put more efficient motors on them to use the power or electricity wisely.” 

Related Articles

Why Ford’s booming software business is pushing Canadian upstarts to prove their worth

By Anita Balakrishnan

Montreal’s Stingray strikes a chord in the auto-tech war—with its karaoke app

By Anita Balakrishnan

Despite the demand, rare earths are nonetheless a difficult business—as evidenced by Vital Metals’s decision last month to pause its plans for a Saskatoon rare-earths processing plant in search of a more sustainable business model. China dominates the industry, and has threatened as recently as last month to ban or restrict exports of technology to process the elements. Plus, there are qualms about the messy mining process that’s the status quo in the industry. 

Most deposits of rare-earth elements are radioactive, said Ghahreman, whose company raised a US$27 million Series A round last month led by Energy Impact Partners (EIP) and BMW i Ventures. Extracting them safely isn’t easy. “The water consumption is enormous. It comes with a lot of chemical consumption, and eventually you have to put those chemicals somewhere,” he said. 

Automakers are now looking to startups like Cyclic Materials, or even government and university labs, for cutting edge ideas: either build motors that work without rare-earth based magnets, or recover metals from old motors. For example, the U.S. National Science Foundation developed a process to bake, shred and dissolve the motor of a Chevy Spark to extract rare-earth oxide powder, which can be used to make new motors. 

In March, Tesla said it now uses 25 per cent less heavy rare earths, and designed its next drive unit with a permanent magnet motor that does not use any rare-earth materials.

Ali Emadi, CEO of Hamilton, Ont.-based Enedym and a professor at McMaster University, struck a deal last year with Toyota Tsusho Canada to make magnet-free motors for small commercial “tugger” vehicles used at airports and manufacturing plants.

Emadi said Canada is well-positioned to be a leader in the electric-motor industry, including magnet-free motors, given its expertise in software and power electronics. 

“If you look at the electric motor industry, it is a massive industry … over 90 per cent of [cars], they use permanent magnet electric motors, they need rare-earth metals,” he said. 

“In North America, the processing is not that clean … We need a gigafactory for electric motors and nobody’s talking about it.” 

Read Shift—The Logic’s authoritative weekly newsletter on automotive technology industry news—for more; and if you know someone who should be reading it, they can sign up here.

#BMW #critical minerals #Cyclic Materials #Enedym #rare-earth #Tesla #The Logic's Shift #Toyota #Vital Metals

Sponsored Content

How to shift your workforce from AI experimentation to adoption

By Jessica Aftimus Rosa

The real-world economic offshoots of sovereign AI

By Deborah Aarts
Illustration of a plane flying above a mailbox

Increasing healthcare access across Canada

By Deborah Aarts
Paid promotional content

Loading...

Thanks for sharing!

You have shared 5 articles this month and reached the maximum amount of shares available.

Close
This account has reached its share limit.

If you would like to purchase a sharing license please contact The Logic support at [email protected].

Close
Want to share this article?

Upgrade to all-access now

Close
Gift the full article!

You have gifted 0 article(s) this month and have 5 remaining.

Copy link and gift
Copy Link
Email to a friend
Send Email
Gift on Social Media

Recipients will be able to read the full text of the article after submitting their email address. They will not have access to other articles or subscriber benefits.

Photo: Handout/Cyclic Materials

Most Popular This Week

News

Tangerine plans new products as it reinvents itself as a tech-powered challenger bank

By Claire Brownell
A shot across an expanse of low forest of a rocket launching into blue skies.
News

People hired to promote Canadian rocket firm didn’t actually help, company alleges in lawsuit defence

By David Reevely
News

Ottawa taps Patrick Pichette to lead new digital transformation agency

By Murad Hemmadi
News

AI giants sign federal pledge that Canadian data centres will bring benefits

By Murad Hemmadi

In-depth, agenda-setting reporting

Great journalism delivered straight to your inbox.

An Air Canada jet stands on the runway at an airport while a WestJet plane takes off above it and in the background
News

Canadians are open to pension funds investing in airports and railways

By Catherine McIntyre

Briefing

Micrologic raises $45M to expand cloud services for clients seeking sovereignty

By Murad Hemmadi   |   Sep 10, 2026 | 3:57 PM ET

Calgary’s Ultimarii raises $13M for AI tools to do paperwork for infrastructure

By Murad Hemmadi   |   Sep 10, 2026 | 3:53 PM ET

Feds scale back reviews of oilsands extraction projects and fossil-fuel power plants

By David Reevely   |   Sep 10, 2026 | 3:39 PM ET

Best business newsletter in Canada

Get up to speed in minutes with insights and analysis on the most important stories of the day, every weekday.

Exclusive events

See the bigger picture with reporters and industry experts in subscriber-exclusive events.

Membership in The Logic Council

Membership provides access to our popular Slack channel, participation in subscriber surveys and invitations to exclusive events with our journalists and special guests.

Recent Popular Stories

News

Ottawa taps Patrick Pichette to lead new digital transformation agency

By Murad Hemmadi   |   Sep 3, 2026
News

Tangerine plans new products as it reinvents itself as a tech-powered challenger bank

By Claire Brownell   |   Sep 8, 2026
News

AI giants sign federal pledge that Canadian data centres will bring benefits

By Murad Hemmadi   |   Sep 3, 2026
News

Dominic Barton will keep role at Rio Tinto while chairing federal investment agency

By Anita Balakrishnan   |   Sep 3, 2026
News

People hired to promote Canadian rocket firm didn’t actually help, company alleges in lawsuit defence

By David Reevely   |   Sep 4, 2026
A shot across an expanse of low forest of a rocket launching into blue skies.
News

Trump ups trade war stakes with bans on Canadian booze and other imports

By Joanna Smith   |   Sep 8, 2026
Canadian and U.S. flags wave beside Gordie Howe International Bridge under a clear blue sky.

Canada's most influential executives and policymakers are reading The Logic

  • CPP Investments
  • Sun Life Financial
  • C100
  • Amazon
  • Telus
  • Mastercard
  • bdc
  • Shopify
  • Rogers
  • RBC
  • General Motors
  • MaRS
  • Government of Canada
  • Uber
  • Loblaw Companies Limited
logic-logo

Canada's Business and Tech Newsroom

100% human-crafted journalism

Newsroom

  • News Tips
  • AI Policy
  • Editorial Disclosures
  • Story Pitches

Company

  • About Us
  • Terms of Service
  • Privacy Statement
  • Corporate Information

Contact

  • Contact Us
  • Advertise
  • FAQs
  • Work at The Logic

© 2026 The Logic Inc. All Rights Reserved.

Trusted by leaders

Error

Account creation failed.

Please email us at [email protected].

Create Account

[wppb-register form_name=”cozmo-registration-form-for-modal”]

I do have an account
Login
or

[wppb-login]

I don’t have an account