Electrical machine design is not just e matter of component sizing for a well defined target.It requires a blend of skills and knowledges, ranging from customer requirements understanding, material properties, industrial constraints, test technologies and design tools.The best result is often a compromise product, which can be adapted to changes in requirements in an industrially acceptable way.The Askoll Surface Permanent Magnet machine, originally conceived by our innovation team for the washing machine drum for example, has been successfully adapted to tumble dryers and electrically driven bicycles and scooters from 150W to 3000W.