Purpose – In order to reduce CO2 emissions of new cars many hydraulic and mechanical systems like e.g.: water pump, oil pump, power steering, clime compressor have been exchanged with pure electromechanical systems, which are driven only on request. This helps to reduce fuel consumption. This trend requires of utilization of modern brushless electric motors, which are controlled from power electronic control unit – ECU. In today's car can be found between 30 to 150 electric motors. Many of them are still simple brush type with ferrite magnets. Also in this area, drift in the direction of brushless motors can bee seen, because of higher efficiency, longer lifetime, lower noise, better EMC and more controllable torque vs speed characteristic. There are different technological solutions, which can been used in the area of brushless motors in order to reduce size and cost of single component. One major factor of BLDC/AC motor is rear earth permanent magnet material used during production. A magnet material cost could be in the range from 30 percent (basis price 2010) up to 90 percent (basis price 2011) of total material motor cost, depends on actual rear earth material price level. In order to reduce magnet cost, the aim of this paper is to find the most robust motor design, which can be resistant against maximum temperature and phase current amplitude for the same magnet material properties, coercive force – Hcj. This behaviour is called demagnetization property. Design/methodology/approach – Analysis was performed based on review of literature, own theoretical and practical research and experience in the area of electromechanical systems for automotive application. During motor analysis computer numerical simulation method, CAD and experiment were used. Findings – As a result, comparison of different motors' topologies with different properties of magnet materials is presented. The worked out methodology shows very good correlation between simulations and measurements. This work can be used in order to reduce test effort and reduce cost of design. Practical implications – The presented methodology reduces for new designs test effort and development cost and gives an implication of robust motor topology for demagnetization effects. Originality/value – It is the first paper where demagnetization effects have been studied theoretically and in laboratory in order to find the most robust design, reduce magnet cost by reduction of dysprosium content and develop simulation procedure for analysis of demagnetizations behaviours of interior and surface permanent magnet. [ABSTRACT FROM AUTHOR]