I cannot speak to their actual means and methods. Maybe they've figured it out. But my experience designing and manufacturing similar products informs my skepticism.

I also look back in history and see many "revolutionary" technologies in the automotive/transportation space that didn't turn out as the inventors hoped. A veritable graveyard of "good on paper" ideas that failed due to the harsh realities of environment, maintenance, safety and manufacturing.

As I said in another comment, I want them to succeed. I am familiar with the great efficiency that a direct drive motor can offer. They can be great motors in the right application. But my evaluation of what I can glean through the marketing is that this particular product will end up in the graveyard.