Chara is reimagining how the world moves by addressing one of the most critical and overlooked challenges in the global motor industry, dependence on rare-earth materials. Permanent magnets, which account for nearly 40% of the cost of traditional PMSM motors, are sourced almost entirely from China, leaving OEMs exposed to price volatility, supply disruptions, and geopolitical risk. Chara’s rare-earth-free Synchronous Reluctance (SynRM) motors eliminate this dependency while delivering efficiency, torque, and drive-cycle performance that rival, and often exceed, permanent magnet alternatives. By tightly integrating motor and controller design, the team has overcome engineering barriers that have constrained the industry for decades, from torque ripple to control complexity. In doing so, Chara is not only pioneering one of the first automotive-grade SynRM platforms globally but also enabling a sustainable, cost-competitive, and geopolitically resilient alternative for the world’s next generation of mobility and energy systems.