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Years ago Delco developed Magna-Quench synthetic magnets which were used in GM starters. A few years ago during financial duress they sold the technology to the Chinese. These magnets were promoted as being equivalent to Nd-Fe-B but at much lower cost. Are these still in use?
I don't believe we need an advertising campaign. There is already latent demand. What we need is vehicles to buy. Cost is the big hurdle, most people want to buy an EV or hybrid but cannot afford the premium, education is not going to change that. EV's and hybrids must become cost competitive. When they do, everyone will stop buying conventional ICE's.