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The application advantages of using high efficiency motors in large processing plants are discussed. A description of a recent government survey concerning motor usage is given along with what the information means to the industrial user. The economic incentives behind premium motor use are examined along with design features of high efficiency motors for use in severe duty environments. Motor power factor and possible correction schemes are also considered. Finally, different high efficiency motor marketing approaches are examined with an example of what the different approaches mean to the motor user.