10% is nothing to sneeze at but it also does not mean it is a game changer. I like the way the coil ends are described, they are 'dead' weight in a normal motor because they don't contribute to the flux but they do contribute to the resistive losses in the motor. But that 10% of the length of the winding that sits outside of the coil chambers is not responsible for 10% of the electric consumption of the motor, which is not resistive in nature in an AC drive motor.

I do like the fact that they believe they can do without a transmission entirely, if that works it will save a good bit of energy through weight reduction, mostly during acceleration and deceleration. The bit I don't get is where they talk about DC-DC conversion, most electric cars that I know something about the guts of use tri-phase AC drive.

Making this work across a wide range of scales will be an interesting challenge, in my experience increased torque comes with its own challenges (such as shafts snapping or rotors slipping on or shearing off the mounts of the shaft they are mounted on).