Yu-Chi Tsai
Brand Marketing / Business Development

From concept to execution, I led several series of company promotional campaigns and automotive expert interviews, taking full ownership of the process. I planned content, wrote scripts, hosted interviews, and edited videos, while collaborating closely with partners and key clients to ensure every piece was engaging, informative, and aligned with the company’s brand.

These efforts contributed to a 5× increase in impressions and raised engagement from 3.2% to 49%, successfully capturing the attention of a broader audience and strengthening client relationships.

Rare-earth magnets are costly, environmentally harmful, and predominantly sourced from a single country, creating significant supply chain risks. The co-founder of YEESMA explained how their EESM-based axial flux technology eliminates the need for rare-earth magnets, achieving a 50% reduction in BOM costs and 70% lower CO₂ emissions.

YEESMA together with MeltIngLab, this cooperation brings academic depth and industrial focus, making YEESMA’s technology more solid and closer to real-world applications. As Prof. Nuzzo highlighted, open-mindedness and practical feasibility are key in turning research into reality.

To reduce the use of rare-earth magnets and achieve the same torque and power ratings, but the overall package becomes 30–40% larger and the inverter requires higher phase current. In the end, it is not cheaper for the whole packaging.
As an axial flux EESM, YEESMA is more compact, requires lower phase current. It brings not onlt affordable motor but also a cheaper inverter.

With over 35 years at Aros, Magnus Wide, Technical Director at Aros, shares how decades of expertise in power electronics and drive systems are translated into customized solutions for demanding industrial and automotive applications. Since its establishment in 1970, Aros has continuously transformed accumulated know-how into a scalable solution platform, now enriched by its integration into the global Vandewiele Group, enabling worldwide manufacturing support and complementary R&D services.

Building on decades of experience with permanent magnet motors, Aros has expanded its portfolio with rare-earth-free and EESM-based technologies, delivering a fully integrated system where the motor, power electronics, and control software are designed together. This solution offers greater flexibility around cost, supply chain resilience, and sustainability targets.

This is Aros’ electric motor development lab, where non–rare-earth motor concepts are tested and characterized. The lab supports full in-house validation, including environmental, vibration, and EMC testing, and current work focuses on the Ecodrive sensorless motor platform.