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Japan's Nidec focuses on EV motors as price battle heats up

Company aims to snag up to 45% of market with focus on China

Japan motor maker Nidec says 2025 will be a "turning point" in which demand for electric car motors starts to rise. (Screenshot from Nidec's website) 

TOKYO -- Japanese motor maker Nidec will focus on sales of motors for smaller electric vehicles, as intensifying price competition forces more automakers to source the vital components from outside suppliers, Nidec founder and Chairman Shigenobu Nagamori said Tuesday.

"Just as in home appliances, the price competition in EVs will be more severe, with new entrants from outside the car industry coming into the market," Nagamori said.

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