I'm not sure they are really comparing apples with apples to get their claimed improvements!
I (as part of a small team of engineers) designed the high performance motors used by Mclaren in their P1 hypercar, and then used in FormulaE. Those motors are, broadly conventional, but feature insane attention to detail to release the performance (in much the same way as a Formula 1 engine is fundamentally the same as the engine in your car, but optimised to the nth degree). The FE motor runs at well over 20,000 rpm,, weighs well under 20kg and makes over 250 kW (exact numbers are not in the public domain so i can't be too specific). So, hear you ask, what's the problem? Well, the answer is the COST! a single FE motor costs around £50,000

So it's not something you're going to find in your production EV very soon.
No, the challenge for electric machines, is to get performance and efficiency with both low cost, and at high production volumes. You'll note lots of manufacturers using what's called a hairpin type arrangement for the windings, and claiming better performance. However, what they should be specifically claiming is "better performance for a given cost and build volume". The FE motor i mentioned above has far lower AC and copper losses than any production spec motor, but it can only be hand wound in an extremely tedious, complex and time consuming manner. You simply couldn't build more than a couple of them per week per employee.
This new motor claims to eliminate end windings, ie has all it's copper actively contributing to torque production, but a typical "long thin" form factor modern eMachine only has about 10% of it's windings on the end, so there is no way just that could contribute to the claimed massive performance increase.
So, until it's production ready, certified and in volume build, lets not all get too excited eh
