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