• Sterling Tools Limited has entered the Rare Earth Magnet-Free traction motors market
• This initiative aims to reduce reliance on China for permanent magnets
• Chairman Anil Aggarwal emphasized the company's commitment to becoming a technology leader in the EV sector

Anil Aggarwal, Sterling Tools Limited's Chairman, averred, "Sterling's entry into Rare Earth Magnet-Free motors proves the Group's belief in being an industry leader and a technology driver.”

Sterling Tools Limited, India's leading auto component manufacturer and market leader in Motor Control Units (MCUs), has through its subsidiary Sterling Gtake (SGEM), entered the business of developing, manufacturing and marketing Rare Earth Magnet-Free traction motors for electric vehicles. The company has entered into a Technology Licensing Agreement with Advanced Electric Machines (AEM) Ltd, UK to produce these motors at its Faridabad plant. The AEM technology, patented, will allow SGEM to provide customers with Magnet-Free motors that provide industry-leading performance at no weight or size penalty. With the introduction of a mature and commercially viable Rare Earth Magnet-Free technology, SGEM will provide its customers with an alternative to the China reliant permanent magnet supply chain.

With this Technology Licensing Agreement, SGEM will address all segments of the traction motors market which is anticipated to grow to around Rs 15,000crore  by 2030.  The business plan also envisages co-development of motor and controller integration solutions. Through local production of these motors, Sterling Tools expects to promote import substitution and diminish dependence on permanent magnets, furthering the vision of Atmanirbhar Bharat and the Make in India mission. The innovation will enable Indian industries and other suppliers to avail advanced technology at a local level, creating an auto industry self-sustained ecosystem. Referring to the association, Anil Aggarwal, Chairman, Sterling Tools Limited, said, "Sterling's venture into Rare Earth Magnet-Free motors shows the Group's intention to be a technology leader and a trailblazer in the industry.”

We are growing beyond MCUs to being a total solution provider and catering to the EV Industry's increasing need for sophisticated technology. EV sub-systems are being more and more integrated into multifunction units and Sterling will also provide our customers with integrated motor and controller solutions.  The Sterling Group will continue to provide superior technical and application support to its customers to drive increased adoption of EVs in India. The diversification into Rare Earth Magnet-Free motors is according to Sterling's vision to build Powertrain expertise for the Indian Auto Industry. 

Sterling Tools aims to further develop local manufacturing of EV Solutions, enhancing India's industrial supply chain. With the EV market set to grow substantially, this alliance is strategically timed to ride the growth opportunities while making a sustainable future.

Dr. James Widmer, Co-Founder & CEO of Advanced Electric Machines, stated, "India's auto and zero-emission manufacturing sector represents huge growth and innovation potential.

By joining hands with Sterling Tools, we are introducing our trusted knowledge on magnet-free motors to Indian customers in a broad spectrum of vehicle segments.” Together, we can develop high-quality powertrain solutions that address India's increasing requirement to decrease its tailpipe emissions, as well as aid the country's self-reliance and sustainability ambitions. This partnership is a culmination of a close relationship between the two firms, and we have collaborated with SGEM for a number of years to build knowledge of the Indian market and the local supply chain.  We are now poised to hit the ground running and to play our part in India's search for sustainability."

Read More News :

BSNL Successfully Installs 84,000 4G Towers, Nears 5G Launch

Ray-Ban Meta Smart Glasses to be Available in India from 19 May