Ashwoods Coronavirus

During these unprecedented times, the innovative spirit we share here at Ashwoods Electric Motors has become more important than ever before.

Our first priority is of course the safety of our staff. That is why from the early stages of the Covid-19 pandemic we cancelled travel arrangements, put restrictions on external visitors, ramped up the cleaning schedule on-site and provided our staff with NHS guidance on hand-washing and social distancing.

From next week, those staff who can work from home will. But of course as a high-volume manufacturer we need people on-site, so we are continuing to adapt our plans to make sure we keep people safe at work as much as we possibly can.

We are also establishing new ways of working to keep our production lines running and make sure we continue to fulfil our orders, as well as talking regularly to all our customers as they manage their own response to the crisis.

There is no mistaking how difficult it will be for the whole global community in the weeks and months ahead, but we will continue to work through it together.

We will continue to provide updates as necessary, but in the meantime please stay safe.

Ashwoods Head of Applications Jamie Seaton attended EV Japan last week, Asia’s leading trade show for electric and hybrid technologies including motors, inverters, batteries and charging.

More than 43,000 visitors from the automotive and engineering industries attended the event, which is held annually in Tokyo.

Talking after the show, Jamie said: “We displayed our 200 series IPM motor and 300 series hybrid solution for diesel engines on the Dana Incorporated stand, one of our global partners.

“The event was a great opportunity to showcase Ashwoods motors to customers in the APAC region.

“The electrification market is still relatively new and there is a lot to play for. EV Japan has helped build our profile in Asia, and be part of the conversation with prospective customers at the beginning of their journey as they move towards clean-energy solutions.”

Ashwoods manufactures high-performance electric motors for use in multiple off-highway applications from golf cars and e-bikes through to forklifts and telehandlers.

Ashwoods European Sales Director Daniele Vescovini attended Agritechnica this month, a major agricultural technology exhibition in Germany.

With more than 450,000 visitors from the global farming community, the event was an opportunity to promote Ashwoods motors with global brands including Caterpillar, John Deere, CNH and JCB, as well as many other agricultural vehicle and equipment manufacturers.

Speaking about the event, Daniele said: “Ashwoods exhibited the 300 series PMAC motor as part of the Dana stand to demonstrate a hybrid solution for diesel engines. There was also significant interest in our 200 series for use in vehicle hydraulics and equipment such as tree cutting vehicles and automatic sorting machines.

“As the agriculture sector moves towards automation, robotics and electrification the industry represents an area of significant growth for Ashwoods, so it was an excellent event to showcase our range of motors.”

For more information on the exhibition visit

Ashwoods Electric Motors was delighted to support JCB at an awards event hosted by the Royal Automobile Club in London last week.

JCB has been presented with the prestigious Dewar Trophy for ‘Outstanding Technical achievement in the British Automotive Industry’ for its new electric mini excavator, which features an Ashwoods Interior Permanent Magnet (IPM) motor.

Jim Winchester, Ashwoods Sales and Marketing Director, said: “Congratulations to JCB for receiving the Dewar Trophy. We were extremely proud to play an integral part in the project, and worked closely with JCB engineers to show how the unique and compact shape of our IPM motors could deliver more power in less space.

“The electric mini excavator is a great example of companies such as JCB taking a more innovative approach to deliver clean energy solutions in their vehicles and applications.”

Bob Womersley, JCB’s Director of Advanced Engineering, said: “I’m absolutely delighted that JCB has been presented with the Dewar Trophy. For our new electric mini excavator to be recognised in this way is tremendous for the company and team which has developed it.”

Ashwoods Electric Motors will now become a key supplier to JCB as the electric mini excavator goes into production.

Jim Winchester, Ashwoods Sales and Marketing Director, pictured second from right.

Visit the JCB website for the full story.

Electric motors come in all shapes and sizes – from induction and brushed DC motors to innovative interior permanent magnet motors, with a range of products in between.

Ashwoods Electric Motors is one of the world’s leading manufacturers of IPM motors. With market-leading engineering and production capabilities, Ashwoods supplies clients with motors for use in a wide variety of applications. In fact, we’ve written about electric motor applications in more detail previously – you can read that article here.

But first, we should assess exactly why electric motors are the smart choice for businesses.

Ashwoods’ unique Interior Permanent Magnet AC technology means that the motors we produce are a third of the size and weight of typical induction and brushed DC motors, whilst also providing every one of the benefits that traditional permanent magnet motors offer. These IPM motors incorporate magnets directly into prefabricated slots on the rotor.

So, what are the types of electric motor you can get from Ashwoods?

IPM 120 series

Ashwoods’ IPM 120 series are the smallest IPM motors produced at Innovation Valley, and the smallest for its performance class currently on the market.

The IPM 120 series are often fitted in hydraulic systems, traction systems, and a variety of IEC/NEMA applications.

IPM 200 series

Ashwoods’ IPM 200 series is the next size up in the IPM range and are almost 33% smaller than other IPM motors on the market and boast efficiency of up to 94%. Designed to be scalable and adaptable, with improved high-speed performance thanks to field weakening, Ashwoods motors offer an unbeatable overall package.

The IPM 200 series’ pump interfaces have been developed to enable our motors to work seamlessly with a range of pump manufacturers. Thanks to our partnerships with many transmission manufacturers, Ashwoods motors are easily integrated with OEMs.

On-engine generators

Ashwoods can provide innovative, market-leading on-engine generator technology to clients of all shapes and sizes, in all locations around the globe.

Our on-engine generator solutions offer great improvements in efficiency, vehicle installation, and ease of packaging – above and beyond any alternatives on the market.

Through extensive work with OEMs, Ashwoods has developed bespoke on-engine generator solutions. We can work with you to develop bespoke solutions from proof of concept through to production units. Our experienced team can provide on-engine generators that directly couple to the engine crankshaft (offering a permanently-coupled electric motor solution) or integrated clutch systems (allowing for decoupling of the motor to operate in an electric-only mode).

If you want to learn more about Ashwoods motors, including axial flux motors, visit the products page of our website now.

The Advanced Engineering team at Innovation Valley is an integral part of Ashwoods Electric Motors. Two key strands of the business revolve around the production of our innovative IPM motors and the engineering projects undertaken by our Advanced Engineering team. This has always been true since the formation of Ashwoods in 2006 through to the present day. The nature of the projects may have evolved (from hybrid powertrains for vans to electric motors) but what remains a constant is the passion, innovation and responsiveness the team at Ashwoods Electric Motors possesses.

Working with customers that want to incorporate an electric drive into their application, the team at Innovation Valley are best placed in the industry due to the in-house experience gained in everything from Formula One, defence, marine and oil and gas. This accumulated expertise is utilised in a range of off-highway electrification projects across industries such as construction, materials handling, golf, marine, aerial work platforms, lift trucks, excavators, automated guided vehicles and two- and three-wheelers. This diversity and plethora of experience is unrivalled in our industry and gives numerous benefits to OEMs that use Ashwoods as a partner.

Acting as an onsite engineering team, our engineers have the benefit of utilising the facilities at Innovation Valley – such as our ‘dyno’ room. Projects undertaken range from basic mechanical integration of Ashwoods’ IPM motors to much larger scale full electrification programmes. The dynamism and flexibility of the team means that, whatever the size of the project, it will be completed swiftly, efficiently and with cutting edge innovation and quality.

Throughout the entire process, the Advanced Engineering team at Innovation Valley draw on various systems and programmes to ensure that, from design to production, the highest standards are retained. From the basic ‘CAD’ systems to highly specialist electromagnetic simulation and in-house prototyping, Innovation Valley is capable of fulfilling any engineering project.

As demonstrated with our various historic and on-going projects with global and established OEMs, our Advanced Engineering team is best placed to take on the challenge of electrification in the off-highway sector. For more information about this dynamic team, as well as Ashwoods’ other products and services, please get in touch via


Our Engineering Sales Manager, Louis Coker, has been with the business for over two years having previously held the title Product Manager. As Engineering Sales Manager, Louis is integral to customer liaison and support, as he guides any new customer through the process of completing their project.

“With our innovative technology, we provide an avenue to reinvent a customer’s product. I create a proposal, incorporating both commercial and technical skills, and ensure customer care before, during and in-application is at the highest standard.”

As Product Manager, starting in January 2017, Louis used his in-depth knowledge of the entire Ashwoods range and how they can be incorporated into every application, and this helps with the large engineering projects he currently oversees.
At the University of Strathclyde in Scotland, Louis achieved a Masters in Mechanical Engineering.

“I was always interested in engineering as a child, particularly aerospace. However, Mechanical Engineering gave me the best grounding in a wide range of disciplines such as electrical, mechanical and manufacturing. This does help greatly with my current role.”

When discussing Ashwoods Electric Motors, and the rapid growth seen in the business over Louis’ couple of years, he was quick to point out that while there has been exponential growth and a move to high volume manufacturing, what makes Ashwoods so unique are the things that have remained a constant.

“We’ve retained our dynamism, innovation and reactionary engineering. I think that is why we have been so appealing to our investors – such as Dana Incorporated and Curtis Instruments.”

Looking to the future, Louis still wants to very much continue his progression, both professionally and personally. Having grown into his role, encompassing commercial and technical expertise, Louis wants to keep learning from the experienced and global sales team at Innovation Valley. Outside of work, Louis can often be found in the centre circle of the region’s football pitches as a Devon F.A referee. Louis previously officiated in the Scottish FA Amateur fixtures and now is part of the semi-professional game in the South West of England.

“I’m up for promotion this year and I just want to keep that up. In 5 years, I hope to be in the Football League.”

We’ll keep a look out on Saturday afternoons, Louis!

Such is the fast-paced nature of Ashwoods Electric Motors that, just a few months after releasing an article all about our history, we already have some fantastic news and developments to add to our illustrious, yet still somewhat embryonic, history. If you missed our first edition of Ashwoods’ history then do please read up – it won’t disappoint.

Despite this being only May, 2019 has brought about some fantastic news for Ashwoods with new investment, new product releases, and new artwork in our award-winning headquarters: Innovation Valley!

First, we must start with our new majority investor, Dana Incorporated. As has been widely publicised, Dana acquired one of Ashwoods Electric Motors’ investors, the Drive Systems segment of the Oerlikon Group, making Dana a majority investor in Ashwoods. This represents a brilliant opportunity for both businesses to grow, especially as it relates to electrification in the off-highway market segment.

In April, we also unveiled the fourth generation of our innovative 200 series IPM motor, with the 200-100 released at LogiMAT. Much interest was generated in Stuttgart and afterwards, with the largest motor in the 200 series range boasting a peak power of 42kW and a peak efficiency of 96 percent. With a distinctive ‘fin’ design (which also aids motor cooling), the 200-100 can run continuously at 18kW at a maximum speed of 7000RPM. The enhanced performance 200-100 will be focused on applications such as lift trucks, ground support equipment, aerial work platforms, golf cars, two and three wheelers, lawncare products and excavators. For more information about this best-in-class IPM motor from Ashwoods, email and a member of our global sales team will be in touch.

As if Innovation Valley wasn’t already quirky enough, our already-recognised unique workspace has gained another piece of stunning artwork, as a company timeline has been added to the walkway into the main office. A picture paints a thousand words and this eye-catching timeline succinctly tells the story of our history, as well as displaying our company values. The timeline is large and striking – you really need to see it in person when you next visit our office – but for the time being, enjoy some snapshots of the design below.

Ashwoods Electric Motors’ Principal Engineer, Richard Strong, has a long history with the business, going back further than almost everyone outside of our founding directors.

Heading up the Advanced Engineering Team at Innovation Valley, Richard is in his second spell with Ashwoods, having re-joined the company in 2017. However, the first traces of Rich in Ashwoods green date back to 2009 – when the business was under the name of Ashwoods Automotive. Then, Richard was the Lead Mechanical Engineer and Project Manager for the development of a permanent magnet electric motor which was used in the transit hybrid van system. Out of this series of innovative advancements would spring, amongst others, Ashwoods Electric Motors and sister company, Lightfoot.

Born to a farming family in rural Somerset, Richard headed down the M5 to Devon and graduated with a Masters in Mechanical Engineering from the University of Exeter.

“It was my agricultural upbringing that first developed my interest in engineering.”

Richard re-joined Ashwoods two years ago, drawn back to the business due to its interesting and cutting-edge technological developments. From being the third employee to now Principal Engineer in charge of a team of ten, part of a wider business of over 70 (and growing!), it is fair to say that Rich has seen more than most at Ashwoods Electric Motors. What has remained constant, however, is the business’ innovation and development of technology and customer projects – as well as investing in engineering and manufacturing in the South West.

“We are always on the look-out for talented individuals to join us – so please do get in touch!”

Richard adds, pointing out that any prospective applicant can email with a CV and brief summary of why they’d be a great fit for Ashwoods, and will be considered.

Away from work Richard is a keen mountain biker and lives in a barn conversion in his native Somerset which he designed and built himself. Here he lives with his wife, two daughters aged six and one, and Willow, a Collie cross black Labrador – who benefits from walks in the sublime nearby Quantocks Hills. Richard also snowboards in his spare time, going on two such holidays recently which he enthusiastically described as “awesome!”. We get the impression that our Principal Engineer will be returning to the slopes soon…

Sarah Preston is Ashwoods Electric Motors’ Customer Support Manager, joining the business to oversee all things customer-facing. The main point of contact for our customers, Sarah manages the sales order processes, liaising with all departments of the business to ensure exemplary customer service.

Previously a Senior National Accountant manager at a Devon business, Sarah is used to looking after a large account base. Developing (and subsequently implementing) processes from the ground up is a skill of Sarah’s and a vital skill she has brought to Innovation Valley.

Organisation is something Sarah prides herself on and is an integral part of her role, as she liaises with all departments of the business at various points of each motor’s journey to the customer. This ensures the very best customer service for each and every Ashwoods Electric Motors customer.

Having lived just five miles from Ashwoods’ HQ for 20 years, Sarah knew a lot about the business before applying for the role.

“I had heard lots of good things about Ashwoods from living and working locally, and driving past Innovation Valley everyday when it was being built, I thought, ‘I want to work there!’”.

It is more than fair to say that Sarah hit the ground running when she joined, winning employee of the month in her first month and having her role adapted from Sales Administrator to Customer Support Manager. Looking to the future, Sarah states that her main focus is to continually improve the processes within the business and to facilitate impeccable customer service. Outside of work, Sarah is kept busy by her two teenagers aged 20 and 15 in her South Devon home – a county in which she has lived all her life, much like Ashwoods Electric Motors and sister company Lightfoot.

Welcome to Ashwoods, Sarah!