In this paper a side-by-side comparison between synchronous reluctance machines (SynRMs) with concentrated and distributed windings is performed. The characteristics, parameters, and the installation space of a permanent magnet synchronous machine (PMSM) with concentrated windings used in a 13 V automotive cooling fan system (CFMs) are used as requirements and specifications. For that, eight SynRMs with different stator and rotor topologies are investigated and optimized by means of FE-based electromagnetic optimization. Knowing the challenges associated with the development of mechanically stable SynRM rotor structures, for two selected cross-sections in view of being prototyped, designs checks are performed to ensure robust operation at up to two times the required operating speed. The simulated results were verified by means of measurements performed using two different types of loading systems, i.e., with the real ventilator and using a DC machine as a load. Based on this, the relative differences between all three motor technologies in terms of important quantities (e.g., torque-speed characteristic, torque ripple, efficiency, power factor and ultimately the size) are highlighted.