Increasing demand for electric vehicles (EVs) is increasing demand for the permanent magnets that drive their motors, as approximately 80% of modern EV drivetrains rely on high-performance permanent magnets to convert electricity into torque. In turn, these high-performance permanent magnets rely on rare earth elements for their magnetic properties. These elements are “critical” (i.e., at risk of limiting the growth of renewable energy technologies such as EVs), which motivates an exploration for alternative materials. In this article, we overview the relevant fundamentals of permanent magnets, describe commercialized and emerging materials, and add perspective on future areas of research. Currently, the leading magnetic material for EV motors is Nd2Fe14B, with samarium-cobalt compounds (SmCo5 and Sm2Co17) providing the only high-performing commercialized alternative. Emerging materials that address criticality concerns include Sm2Fe17N3, Fe16N2, and the L10 structure of FeNi, which use lower cost elements that produce similar magnetic properties. However, these temperature-sensitive materials are incompatible with current metallurgical processing techniques. We provide perspective on how advances in low-temperature synthesis and processing science could unlock new classes of high-performing magnetic materials for a paradigm shift beyond rare earth-based magnets. In doing so, we explore the question: What magnetic materials will drive future EVs?