A brushless permanent magnet machine comprising: a rotor (110, 510, 610, 710, 810) that is essentially circular shaped and having an inner circumference and an outer circumference; a pair of magnets arranged in the rotor, each magnet of the pair of magnets (120,130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730); being U-shaped with a pole at each end, each of said magnets having a radially outward side pointing in the direction of the outer circumference of the rotor (110, 510, 610, 710, 810) and a radially inward side pointing in the direction of the inner circumference of the rotor (110, 510, 610, 710, 810), characterized in defining an inner concave space within the rotor (110, 510, 610, 710, 810) between two poles of each of said magnets and between the outer circumference of the rotor and the radially outward side, and having a thickness direction extending along a contour of the magnet (120,130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730) between the opposite poles of the magnet (120,130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730), an extension component in one of the magnets (120, 130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730) of the pair and a mating receiving component in the other one of the magnets (120, 130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730) of the pair to receive the extension component of the one of the magnets (120, 130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730), and a non-magnetic retaining component provided in each of the inner concave spaces in the rotor (110, 510, 610, 710, 810), each of the retaining components configured to secure a corresponding one of the magnets in place within the rotor (110, 510, 610, 710, 810), each retaining component being in direct contact with the corresponding magnet, wherein the pair of magnets are each composed of a non-rare earth material having a lower coercivity than a rare earth material, and wherein a direction of magnetization of each of the pair of magnets is parallel to the thickness direction of the corresponding magnet. a rotor (110, 510, 610, 710, 810) that is essentially circular shaped and having an inner circumference and an outer circumference; a pair of magnets arranged in the rotor, each magnet of the pair of magnets (120,130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730); being U-shaped with a pole at each end, each of said magnets having a radially outward side pointing in the direction of the outer circumference of the rotor (110, 510, 610, 710, 810) and a radially inward side pointing in the direction of the inner circumference of the rotor (110, 510, 610, 710, 810), characterized in defining an inner concave space within the rotor (110, 510, 610, 710, 810) between two poles of each of said magnets and between the outer circumference of the rotor and the radially outward side, and having a thickness direction extending along a contour of the magnet (120,130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730) between the opposite poles of the magnet (120,130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730), an extension component in one of the magnets (120, 130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730) of the pair and a mating receiving component in the other one of the magnets (120, 130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730) of the pair to receive the extension component of the one of the magnets (120, 130, 220, 230, 320, 330, 420, 430, 520, 530, 620, 630, 720, 730), and a non-magnetic retaining component provided in each of the inner concave spaces in the rotor (110, 510, 610, 710, 810), each of the retaining components configured to secure a corresponding one of the magnets in place within the rotor (110, 510, 610, 710, 810), each retaining component being in direct contact with the corresponding magnet, wherein the pair of magnets are each composed of a non-rare earth material having a lower coercivity than a rare earth material, and wherein a direction of magnetization of each of the pair of magnets is parallel to the thickness direction of the corresponding magnet.