A permanent-magnet-type rotating electrical machine comprising: a stator provided with a stator coil; and a rotor having a rotor core in which there are arranged a plurality of low-coercive-force permanent magnets whose coercive force is of such a level that a magnetic field created by a current of the stator coil may irreversibly change the flux density of the magnet and a plurality of high-coercive-force permanent magnets each having a coercive force which is equal to or larger than twice that of any of the low-coercive-force permanent magnets, wherein each low-coercive-force permanent magnet is arranged in a radial direction of the rotor that agrees with a q-axis serving as an inter-polar center axis and is magnetized in a direction orthogonal to the radial direction, each high-coercive-force permanent magnet is arranged on the inner circumferential side of the rotor between two low-coercive-force permanent magnets to be oriented in a circumferential direction of the rotor and is magnetized in a direction orthogonal to the circumferential direction of the rotor, a diametrical section of the rotor is shaped so that two low-coercive-force permanent magnets and one high-coercive-force permanent magnet surround each of respective parts of the rotor core serving as magnetic pole portions, and the permanent-magnet-type rotating electrical machine is configured so as to pass a pulse current to the stator coil for a time of about 100 μs to 1 ms to form a magnetic field that acts on the low-coercive-force permanent magnets, thereby magnetizing the low-coercive-force permanent magnets while no magnetization that may cause irreversible demagnetization occurs on the high-coercive-force permanent magnets. a stator provided with a stator coil; and a rotor having a rotor core in which there are arranged a plurality of low-coercive-force permanent magnets whose coercive force is of such a level that a magnetic field created by a current of the stator coil may irreversibly change the flux density of the magnet and a plurality of high-coercive-force permanent magnets each having a coercive force which is equal to or larger than twice that of any of the low-coercive-force permanent magnets, wherein each low-coercive-force permanent magnet is arranged in a radial direction of the rotor that agrees with a q-axis serving as an inter-polar center axis and is magnetized in a direction orthogonal to the radial direction, each high-coercive-force permanent magnet is arranged on the inner circumferential side of the rotor between two low-coercive-force permanent magnets to be oriented in a circumferential direction of the rotor and is magnetized in a direction orthogonal to the circumferential direction of the rotor, a diametrical section of the rotor is shaped so that two low-coercive-force permanent magnets and one high-coercive-force permanent magnet surround each of respective parts of the rotor core serving as magnetic pole portions, and the permanent-magnet-type rotating electrical machine is configured so as to pass a pulse current to the stator coil for a time of about 100 μs to 1 ms to form a magnetic field that acts on the low-coercive-force permanent magnets, thereby magnetizing the low-coercive-force permanent magnets while no magnetization that may cause irreversible demagnetization occurs on the high-coercive-force permanent magnets.