Future availability of rare-earth elements at economical prices due to their highly-concentrated production generates supply concerns for electric motor manufacturers. Therefore, it is essential for the electric vehicle industry to find alternative electric machine technologies that can eliminate or reduce the use of rare-earth elements. This presentation will show alternative configurations of permanent magnet synchronous motors utilizing non-rare-earth permanent magnets with high remnant flux density and low coercive-field to achieve high torque density and efficiency while offering potential cost reduction compared to conventional rare-earth motor designs. These machines are designed in such a way that the magnets can maintain their magnetization state at high loading conditions, so an output torque similar to a rare-earth motor can be obtained at low speeds. On the other hand, the magnets can be partially demagnetized at high speeds by armature current pulses that generate negligible losses. This leads to a significant reduction in the required field weakening current compared to a similar rare-earth motor therefore, the high efficiency region can be extended to a wider speed range. In addition, the motor manufacturing process could also be substantially simplified by adopting additive manufacturing of magnetic materials, both hard and soft, to reduce parts count and assembly steps.