I find it interesting that Rolls-Royce Motor Cars is developing this, as opposed to Rolls-Royce plc - the company that works more closely with aviation.
Thanks, I didn't notice the link to the press release at the bottom of the article.
-Even more interesting given that Rolls-Royce plc has a number of boffins at a subsidiary in Trondheim, Norway working on exotic PM motor designs, including for aviation. (The company is called SmartMotor, was purchased by what was then Rolls-Royce Marine, then was retained under the RR umbrella when the rest of the Marine division was sold to Kongsberg a couple of years ago.