Rare Earth Metals Supply: The Next Microchip Crisis?
1.12.2021 11:00:00 EET | Business Wire | Press release
With the heightened scrutiny of automotive contributions to climate change, automakers’ full attention is focused on electric vehicles (EVs). The electrification of transportation will help reduce reliance on fossil fuels, eliminate tailpipe emissions and help mitigate climate change. EVs, however, have a challenge: rare earth metals in their motors.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211201005051/en/
Tula’s DMD™ Dynamic Motor Drive paired with synchronous reluctance motors (pictured here) could help lower EV production costs. (Photo: Business Wire)
Rare earth metals are not rare in nature, but rarely are they concentrated in amounts that make extraction and processing economically feasible. Demand for rare earth metals is increasing in conjunction with the transition to an electrified future. The anticipated supply-demand imbalance, supply-chain management issues and escalating costs are causing automakers to look for other options.
Tula Technology, Inc., a leader in propulsion efficiency, recently authored a whitepaper titled “Rare Earth Materials and their Impact on the Future of Electric Motors,” that highlights the challenges associated with rare earth metals used in EV motors and offers practical alternatives.
Tula’s Dynamic Motor Drive (DMD™), a patented DMD pulse density strategy, avoids rare earth metals in EV motors by deploying synchronous reluctance motors (SynRMs), which typically do not utilize rare earth metals. The unique control algorithms implemented through DMD improve the efficiency of SynRMs, positioning them as a viable alternative to the permanent magnet motors used in the vast majority of EVs today.
“The limited supply of rare earths, coupled with growth in demand, has resulted in price increases that are likely to continue. Beyond pricing, rare earth dependence is increasing supply chain risk, and it could easily become the next microchip crisis for the automotive industry,” said R. Scott Bailey, president and CEO of Tula. “EV manufacturers can implement an economical solution while avoiding the challenges of rare earth metals by combining synchronous reluctance motors with DMD. Our solution could lead to broader consumer adoption of EVs by lowering costs.”
DMD provides the greatest benefit for off-grid applications like EVs where battery capacity or range are concerns. The benefits of DMD also can be substantial wherever motors and generators are used, such as home appliances, industrial motors or wind power generators.
Advancing the conversation and awareness around EV technologies, Tula engineers recently presented “Optimizing Electric Motor Controls with Dynamic Motor Drive” at the 2021 Aachen Colloquium on Sustainable Mobility, an annual conference held in Aachen, Germany, as well as the Aachen China Colloquium. Both conferences attract automotive experts and researchers from around the world to exchange ideas on future mobility.
For more information on Dynamic Motor Drive, visit tulatech.com/dmd.
About Tula Technology, Inc.
Silicon Valley-based Tula Technology provides innovative award-winning software controls to optimize propulsion efficiency and emissions across the mobility spectrum, including gasoline-powered, diesel, alternative fuel, hybrid, and electric vehicles. Tula’s culture of innovation has resulted in breakthrough technologies and a robust global patent portfolio of more than 380 patents issued and pending. Tula Technology is a privately held company backed by Sequoia Capital, Sigma Partners, Khosla Ventures, GM Ventures, BorgWarner and Franklin Templeton. More information is available at www.tulatech.com.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20211201005051/en/
Contact information
Tula Technology, Inc.
Ram Subramanian
Principal Marketing Strategist
ram@tulatech.com
Media: Financial Profiles
Debbie Douglas, SVP
ddouglas@finprofiles.com
949-375-3436
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
European Wealth Firms Build Private Markets Capability Faster Than They Communicate It, Peregrine Report Finds20.10.2026 11:15:00 EEST | Press release
Europe's leading wealth managers have built genuine private markets capability but most have yet to explain it to the clients they built it for, according to The Wealth 30, a new report from Peregrine Communications. The study analyses how 30 leading UK and European wealth managers and private banks position private markets. It concludes that communication, not product, is now the biggest barrier to differentiation in the wealth channel. Capability outpaces explanation 73% of the Wealth 30 engage in private markets yet only 40% operate a dedicated landing page explaining what private markets are, why they matter and how clients can access them. Just 23% combine explainers, a destination and repeatable house-view content. Swiss private banks set the benchmark, supported by house views, outlooks and heritage narratives. Pictet, UBP, Lombard Odier and Julius Baer all back their positioning with repeatable insight content, and Coutts is the clearest UK example. UK firms more often communic
Infobip and Yamaha Power Conversational Customer Engagement in Indonesia’s Automotive Sector20.10.2026 11:00:00 EEST | Press release
Global AI-first cloud communications platform Infobip strengthens its collaboration with Yamaha Indonesia Motor Manufacturing (YIMM) to transform customer engagement through WhatsApp-powered conversational experiences designed to drive stronger personalization and faster customer interactions. As Indonesia’s consumers increasingly adopt digital-first purchasing behaviors, Yamaha Indonesia is evolving how it connects with customers across the buying journey. Today’s motorcycle buyers often research products through Yamaha’s social media, websites, and video reviews on YouTube before visiting dealerships, raising expectations for brands to deliver fast, seamless, and highly personalized communication. For more than two years, Infobip has supported Yamaha Indonesia in building connected customer engagement strategies that integrate WhatsApp across the company’s wider digital ecosystem, including its websites, social media platforms, and customer touchpoints. The collaboration reflects the
Finsei Selects Thredd to Power New Debit Offering20.10.2026 10:00:00 EEST | Press release
Thredd, the AI-first issuer processing platform, today announced a new partnership with Finsei, a London-based payments company, to power the processing infrastructure behind Finsei’s new Mastercard debit offering. The partnership reflects a shared focus on simplifying an increasingly complex payments environment. Businesses operating across markets often rely on multiple providers to manage accounts, payments, foreign exchange, cards and expenses. Finsei is designed to bring those capabilities together, while Thredd provides the underlying payment technology and infrastructure needed to deliver a secure, digital-first debit experience at scale. At launch, physical and virtual cards will be available, followed by both Apple Pay and Google Pay. “Businesses increasingly expect their financial tools to work together rather than operate as a collection of disconnected services,” said Jim McCarthy, CEO of Thredd. “Finsei is building around that expectation, bringing payments, currency manag
BRG Survey Finds 71% of Competition Lawyers Say Global Antitrust Policies Grew More Fragmented over Past Year20.10.2026 10:00:00 EEST | Press release
Global antitrust enforcement is pulling apart along national lines, with 71% of senior competition attorneys reporting that policy became more fragmented across jurisdictions over the past 12 months, according to BRG’s inaugural Global Antitrust & Competition Report. Nearly four in five (78%) also cite cross-border antitrust requirements as a significant or recurring challenge. The report draws on a survey of 155 senior antitrust and competition attorneys across the U.S., Europe and Asia-Pacific (APAC) and in-depth interviews with 18 leading lawyers. It also finds that about 60% of respondents expect antitrust enforcement to expand in scope and intensity over the next 12 months. “Domestic politics and geopolitical considerations increasingly influence the application of competition law across jurisdictions”, said David Parker, a managing director at BRG. “As a result, deal timelines and risk assessments often now have to be built jurisdiction by jurisdiction, from the earliest stage of
Murata Develops World’s Smallest 008004-inch Size (0.25mm × 0.125mm) NTC Thermistor for Space-Constrained Temperature Sensing20.10.2026 05:00:00 EEST | Press release
Murata Manufacturing Co., Ltd. (TOKYO: 6981) (ISIN: JP3914400001) announces the development of the world’s smallest* 008004-inch size (0.25mm × 0.125mm) NTC thermistor, the NCU01 series. Compared with Murata’s previous smallest 01005-inch size (0.4mm × 0.2mm) product, the new series reduces mounting area by approximately 60% while achieving equivalent temperature-sensing performance, with resistance tolerance of ±1% and B-constant tolerance of ±1%. Its ultra-compact size enables temperature sensing to be positioned in increasingly restricted spaces and closer to heat-generating components, supporting more accurate and responsive thermal monitoring in smartphones, wearable devices, and other densely integrated electronic devices. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261019189089/en/ [Murata Manufacturing Co., Ltd.] World’s smallest 008004-inch size (0.25mm × 0.125mm) NTC thermistor Murata plans to begin sample shipm
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom
