Magnetic materials have played a significant role in the development of automotive engineering from internal combustion to hybrid and electric vehicle powertrain technologies. Now advanced magnetic materials are enabling the future of electric vehicles (EVs). The newly developed alternatives to traditional rare-earth permanent magnets and electrical steels are driving the development of electric machines to operate at increasingly higher speeds with higher efficiency. In this talk, three types of magnetic materials in the EV applications will be introduced: permanent magnets for permanent-magnet motors, lamination materials such as electrical steel and amorphous/nanocrystalline ribbons, and soft magnetic composites for higher frequency applications. Currently, there are continuing demands for all types of magnetic materials with higher energy density and higher energy conversion efficiency. The future trend of the magnetic material applications in automotive industry will be discussed as well.