The request for high efficiency motor paves the way for the replacement of induction motors with permanent magnet synchronous motors. Although the efficiency is increased, for medium and high power, the current ripple causes significant additional losses in the magnet and lamination; and, high temperature can lead to demagnetization. In this paper, a new rotor topology is proposed and compared to a traditional surface permanent magnet rotor to reduce the magnet losses and protect them from demagnetization. A reference surface permanent magnet machine is compared with the proposed one in terms of performance and magnet losses. Both analytical and experimental analysis are carried out and discussed.