Ann: NTU Hallgarten and Company Coverage Update, page-24

Perhaps but The lady doth protest too much, methinks.
The market is not tiny, the market is just opening up and I guess the $1500 /kg price and lack of supply put off the motor manufacturers and made them look at ways to build cheaper motors with less Dy. So they mixed Dy with fridge magnets (Nd) to reduce the costs of EV motors and they will do the job but Dy is still required for its hi temp properties. Fridge magnets just don't cut it on their own in EVs, specially for high speed continuous runs along Freeways and Highways, high performance motors or used in a warm country like Aust. Here on summer days even cars parked in the sun will go above 60C and as you well know a plain Nd motor starts to demagnetize above that.