### Conifer: Revolutionizing Electric Hub Motors with Rare Earth-Free Technology
A new player has entered the electric motor space, bringing innovation that could redefine how hub motors are designed and manufactured. Conifer, a startup founded by engineers with experience at Lucid Motors and Apple’s secretive electric car project, is making waves with its novel approach to electric hub motors. By eliminating rare earth elements and leveraging ferrite magnets, Conifer’s technology promises cost savings, supply chain resilience, and enhanced performance.
#### A Fresh Approach to Electric Motor Design
Conifer’s hub motor stands out due to its use of ferrite magnets, which are more abundant and less expensive than rare earth materials like neodymium and dysprosium. This shift not only addresses rising concerns about the environmental and ethical impacts of rare earth mining but also mitigates risks associated with geopolitical tensions and volatile trade policies. The company claims its proprietary stator design delivers higher efficiency and power density while being significantly smaller than traditional options. These advantages make it an attractive solution for manufacturers seeking to optimize their products.
The timing of Conifer’s emergence couldn’t be better. With ongoing trade disputes and tariffs affecting global markets, industries are increasingly looking for ways to reduce reliance on critical materials sourced from specific regions. Conifer’s strategy aligns with this demand, offering a forward-thinking solution that resonates with both investors and potential customers.
#### Securing Financial Backing in a Competitive Market
The innovative nature of Conifer’s motor has garnered significant attention from deep tech investors. The company recently closed a $20 million seed round, with contributions from prominent firms such as True Ventures, MaC Ventures, and MFV Partners. Rohit Sharma of True Ventures has joined Conifer’s board, underscoring the confidence these backers have in the startup’s vision. This financial boost positions Conifer to accelerate development and bring its technology to market swiftly.
#### Advancements in Electric Motor Innovation
Conifer isn’t alone in pushing the boundaries of electric motor technology. Other companies, including Germany’s DeepDrive and Finland’s Donut Lab, are exploring novel methods to enhance efficiency, power, and affordability. However, Conifer distinguishes itself through its focus on simplifying manufacturing processes and reducing complexity. This emphasis on practicality and scalability sets it apart in a crowded field.
While battery technology continues to evolve, recent years have seen slower price reductions compared to the rapid declines witnessed a decade ago. As a result, advancements in electric motors are becoming increasingly crucial for improving overall vehicle performance and affordability. Conifer’s innovations contribute to this trend by enabling manufacturers to achieve better range and efficiency without relying solely on battery improvements.
#### Targeting Diverse Applications Across Industries
Conifer initially aims to serve the small mobility sector with its “drop-in” hub motor solution. Designed for seamless integration, the motor allows manufacturers of two-, three-, and four-wheeled vehicles to upgrade existing systems without extensive redesigns. This flexibility extends beyond personal transportation; the company reports interest from lawnmower and tractor manufacturers, as well as HVAC system developers.
With several global customers already secured, Conifer plans to begin shipping production motors later this year. This early traction highlights the versatility and appeal of its technology across various sectors.
#### Addressing Gaps in Powertrain Innovation
Ankit Somani, one of Conifer’s co-founders, emphasizes the lack of investment in electric motor innovation relative to the attention given to battery technologies. While batteries remain a critical component of electric vehicles, Somani argues that insufficient focus has been placed on advancing powertrains. This gap inspired Conifer’s mission to rethink electric motor design from the ground up.
By prioritizing the use of common materials and adopting a localized manufacturing strategy, Conifer seeks to streamline production and minimize risks. Its vision includes highly automated microfactories capable of producing different motor sizes on the same line. Unlike other companies that struggled to implement similar models, Conifer believes its simplified approach will prove successful.
#### Simplifying Sales Through Practical Benefits
When pitching its technology to larger, more established companies, Conifer focuses on practical benefits rather than intricate technical details. Somani explains that highlighting the “drop-in” nature of the motor helps overcome resistance to working with startups. For example, replacing an existing hub motor with Conifer’s product can yield a 10% improvement in range—a compelling proposition for manufacturers looking to enhance their offerings without overhauling entire systems.
This pragmatic sales strategy underscores Conifer’s commitment to delivering tangible value. By addressing real-world challenges and emphasizing ease of adoption, the company is positioning itself as a trusted partner in the rapidly evolving electric mobility landscape.
#### Looking Ahead: Localized Manufacturing and Global Expansion
Conifer envisions scaling its operations by starting with localized manufacturing in one country before expanding globally based on regional demand. Automation will play a key role in this process, with initial efforts focused on subsystems like the stator. This gradual implementation minimizes risk while allowing for continuous refinement of the production process.
As Conifer moves forward, its combination of innovative technology, strategic partnerships, and customer-centric solutions positions it as a formidable contender in the electric motor industry. By tackling supply chain vulnerabilities and pushing the boundaries of what electric motors can achieve, the company is poised to leave a lasting impact on the future of sustainable transportation.
