Generally, the usage motor in the vehicle is exposed to highly ambient temperature and large vibration according to repeatedly starting and stopping during very short time. So, in this paper, the rotor shape design was performed to improve demagnetization endurance by considering starting current of Brushless DC Motor (BLDCM) through Finite Element Method(FEM). As a result, the end of Permanent Magnet (PM) in the basic model was occurring a partial irreversible demagnetization by starting current. To solve this problem, the installing flux barrier was limited to flux line on the core. Accordingly, demagnetization endurance and operating characteristics were improved.