The present disclosure provides a brushless permanent magnet machine which includes an essentially circular shaped rotor, and a pair of magnets arranged in the rotor. The magnets are each U-shaped and have a thickness direction extending along a contour of the corresponding magnet between the opposite poles of the corresponding magnet, respectively. The magnets are each composed of a non-rare earth material having a lower coercivity than a rare earth material. A direction of magnetization of each of the pair of magnets is parallel to the thickness direction of the corresponding magnet. The present disclosure also provides a method of manufacturing such a brushless permanent magnet machine.