Westmag：美国制造电机，靠规模而非效率取胜

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Hi friends 👋,

Happy Tuesday! Welcome to a Deep Dive I’ve been excited to write since The Electric Slide, about a company I invested in to build one layer of the Electric Stack - motors and actuators - in America.

If you’ve heard of Westmag, it might be because they make really great hats. Everyone loves the Westmag hats. I’m wearing one right now, which co-founder David Hansen gave me right off his head. This hat, I think, in a decade or two, will be a collector’s item.

I think that because over the past year, in stealth, Westmag has been making a lot more than hats. It’s been making motors and actuators, and it’s been making them to scale, so that in a decade or two, when we sit on the grass looking up at drone-decorated skies while robots do our chores, those drones and robots will be driven by Westmag motors and actuators.

Let’s get to it.

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America Spins on Westmag

If you drive out to South San Francisco, past and away from the city’s “Stop Hiring Humans” billboards and into the industrial part, you will find a low-slung facility from which David Hansen and Jordan Sanders plan to sling American-made motors and actuators to the American companies making drones, robots, and eventually, anything that moves under the power of electrons.

It is called Westmag, a portmanteau of Western and Magnetics, which pretty much sums up the mission. Electric motors are spinning magnets, and if America is to participate in the coming electric revolution, we are going to need to make them in the West.

This is the kind of statement you read on Twitter, at varying degrees of jingoism, as in “Get those Chinese motors out of my yard.” But it isn’t self-evident that we need Western motors, or, therefore, Westmag. The promise of globalization was cheaply-made Chinese motors powering expensively-designed American products for the benefit of all mankind.

Certainly, we want to design our own robots and drones. Intellectual Property is what America does best. We probably want to manufacture them here, or in a friendly country, too. Even if you don’t believe the China hawks’ predictions that there will be a hot Great Power Conflict within the decade, it is better to err on the side of not putting a heavy, software-controlled, and easily-bugged Chinese hunk of metal inside every American home, or, eventually, putting every American human inside a flying, software-controlled, and easily-bugged Chinese hunk of metal to fly through the sky.

But where do you draw the line?

Should you make every magnet that goes inside every motor in the USA? Should you mine the rare earths that make the magnets here, mine them elsewhere and refine them here, or import them? The rare earths are commodities, after all, and impossible to bug or remotely control with known technology. And even assuming that you want to make everything here, is there a company to be built doing so? Who in their right mind would want to compete with China’s massive scale and subsidy advantages?

American motors seem to violate both David Ricardo’s concept of Comparative Advantage and Michael Porter’s Five Forces. And yet, Westmag exists, and I invested in the company, alongside a16z, Founders Fund, Lux Capital, NFDG, Menlo Ventures, and my Electric Slide co-author, Sam D’Amico.

In that essay, I wrote, “I even just invested in a stealth company making electric motors.” Westmag is that company. We also shared the reason America wants a company like Westmag, and many similar ones in all areas of the Electric Stack, to exist in America:

Manufacturing and design are inextricably linked. When you make things, you learn how to make them better. You learn which parts of the underlying stack need to be improved, improve them, and make better products. This is a theme that comes up over and over again in our Electric Stack story.

In the Electric Era, maintaining design leadership without manufacturing leadership is not a coherent strategic position, and one that gets less coherent the better you believe AI will get.

Elon has solved this by building practically everything inside of his own companies. There is a parallel American ecosystem emerging to serve the growing number of electric companies not in the Elonverse. Westmag will be the winning motor company in this ecosystem, and will, in turn, enable its customers to win.

In a time of experimentation and innovation, like the one drones and robots are in today, if you place component manufacturing near product manufacturing, the whole machine spins faster. This is particularly true when, to say nothing of geopolitics and everything of commerce, American companies are producing at volumes at which they are not Chinese component suppliers’ top priority.

But that is half the story, a geopolitical imperative, not a corporate strategic one.

The other half of the story is why a specific company like Westmag should exist, and how it can generate persistent differential returns in a market in which practically zero-margin Chinese alternatives exist. While we will tell the whole thing, that’s the half we’ll focus on today.

It’s a story about Westmag specifically, and motors and actuators specifically, but it’s also the story of how to ride the Red, White, and Blue premium for just as long as you need to without counting on it long-term in order to kickstart demand and ride that growing volume down the cost/performance curve until, without subsidies and without patriotic premia, you can use scale and proximity and flexibility and speed to compete on overall system cost and win.

This, to be sure, is a scale game, and that’s not the type of game we’ve played well recently. As David said, “Motors are capped at 100% efficiency, so most improvements are incremental. So you can go from 89% to 91%, but it turns out that doesn’t matter at all if you don’t make it and get it adopted at scale.” Previous attempts to compete in motors were focused on those efficiency gains or theoretical breakthroughs at the expense of the ability to quickly reach meaningful adoption and scale, he continued:

Actually building a lot of it is the only way to get good at building it. China’s strength, which we are replicating, is building a lot of things and then improving it along the way. Bespoke low volume doesn’t create a manufacturing powerhouse with compounding advantages.

Westmag plans to build a manufacturing powerhouse by focusing on scale. As Jordan put it:

We are first focused on scale: scaling what works now and what is in demand now, while in parallel innovating on, and through scaling that, we will drive this virtuous feedback loop of innovations in how we manufacture and how we design motors, both for manufacturability but also for performance. You only get good at the stuff if you build a lot of it. And then you only win the market if you can actually get it out to the market in large numbers.