It is estimated that the average car has around 80 electric motors - many due to motorists' insatiable demand for greater comfort and convenience. In a top-range Mercedes-Benz, for example, there are around 12 motors in each seat incorporating a mass of thin wires and fragile connectors to send the position or angular rotation information from the sensors back to the motor controllers. But UK-based technology company IDEAdvance reckons that it has a better solution, writes Matthew Beecham.