Partnership between two NEAA members ensures successful export


ThinkPrime uses logistics expertise to deliver Advanced Electric Machines’ UK-manufactured product to Thailand.

Advanced Electric Machines Group (AEM) is an internationally recognised designer and manufacturer of electric motors and powertrain systems, with customers all over the world. ThinkPrime are a digital forward-thinking logistics company with offices in London, Newcastle and Bangkok.

Both companies are members of the NEAA Trade Group, which exists to support member needs in relation to trade activity through networking, collaboration and shared best practice.

Following the award of work in Thailand, AEM needed to establish a logistics partner to safely deliver its UK-manufactured products. With a base in Bangkok and an existing relationship established through the NEAA, ThinkPrime was perfectly positioned to optimise AEM’s global supply chains.


In March 2022 AEM signed a landmark Memorandum of Understanding (MOU) with Siam Cement Group (SCG)], Cho Thavee Public Company Limited (CTV), and ASIA CAB to develop innovative solutions that will enable internal combustion-engine vehicles to be electrified using sustainable motors developed by AEM.

For these types of projects, the HDSRM300 drive system was designed and manufactured at AEM’s facility in Washington. This is a magnet-free traction motor optimised for a robust, high-performance solution.

ThinkPrime worked closely with AEM to understand the complex nature of its HDSRM300 drive system and how this would impact on the logistics needs.

In April 2022 the first successful shipment was delivered from AEM’s UK base to the client in Thailand. Since then, AEM has continued to use ThinkPrime services for a number of other worldwide shipments, forming a longer term partnership.


  • A door to door logistics solution with continuity at both ends of the export journey.
  • Shipment successfully delivered on time and to customer requirements.
  • Two North East businesses working together to showcase best in class around the world.

“ThinkPrime makes for a perfect partner with AEM. They are able to offer a door to door solution and have an office in Thailand, making sure we have continuity at both ends of the export journey.”

Mike O’Neill, Chief Operating Officer
Advanced Electric Machines

“It was great to support AEM on their project in Thailand. Having ThinkPrime offices at each end of the journey enables us to communicate with complete transparency from collection through to delivery.”

Paul Knight, Head of Sales

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