The Advanced Electric Machines (AEM) plant in northeastern England and Silicon Valley startup Conifer are leading the way in developing rare earth-free electric motors for electric vehicles (EVs) to reduce supply chain risks and environmental harm associated with rare earth mining. Niron Magnetics is also working on iron-based magnets to decrease manufacturing costs and dependency on Chinese rare earth supplies, with support from major automotive companies and Western governments. The US, Canada, and the European Union are investing in subsidies and research to mine and produce rare earth materials, while also exploring recycling and alternative materials to create a circular supply chain that reduces costs and environmental impact in the production of motors and other technologies.