Widespread electrification in automotive will necessarily require the manufacturing of low-cost components to ensure that vehicles remain accessible to the greatest number of people. In a context of sustainable development, these components must also minimize environmental impact and reduce the high risks associated with their supply chain. The rotating Electrical Machine (EM), a critical component of the powertrain, is also subject to these constraints. In 2020, most EMs on the market were Permanent Magnet (PM) synchronous machines. These EMs were primarily designed to meet manufacturing cost and performance requirements, often without fully accounting for their environmental impact throughout their life cycle, including key factors such as energy efficiency and recyclability. Moreover, the use of Critical Raw Materials (CRM) should be minimized throughout the entire life cycle of EMs. This approach is no longer optional: future EMs must incorporate an environmental impact assessment from the earliest stages of design, considering every phase of the life cycle assessment (LCA)—from raw material extraction to manufacturing, operation, and dismantling/recycling—while limiting CRM usage. Despite this, most electric vehicles still rely on radial flux EMs. Among these, PM radial flux EMs have been the preferred choice for most car manufacturers and suppliers as traction motors. However, an in-depth analysis of axial flux EM technology reveals significant potential for further enhancing the performance of electric powertrains. In addition to continuing efforts to improve torque/power density and efficiency, the main challenges facing PM axial flux EMs are the scarcity of rare earth PM and the high mass production costs, which remain too steep to be viable for the core automotive market (50kW-120kW). The ambition of MAXIMA is to design and develop a low-cost modular PM axial flux EM for the core automotive market, delivering improved performance while incorporating strategies that minimize the use of CRMs and reduce environmental impact. T To enhance performance, an advanced multiphysics design procedure incorporating innovative thermal management concepts will be developed. Additionally, a Digital Twin (DT) – a virtual replica of the EM – will be created to develop an optimal control strategy, enabling the EM to operate at its maximum potential. To reduce costs, the EM will be designed simultaneously with its manufacturing process flow which will be optimized for mass production by considering a modular concept design. The EM’s end of life will also be considered, especially the recycling of the PM made from CRM. To minimize environmental impact, each solution will be evaluated through a LCA. At the conclusion of the MAXIMA project, prototypes will be produced for testing, assessment, and validation of the new concepts developed. These include the modular design of the EM, optimal control strategies based on the DT, and the manufacturing and recycling process flows.