Purpose – Recently, considerable attention has been attracted to the development of the new concept motor for EV or HEV. Wider torque and speed controllable operating range and high efficiency under driving area are needed for traction motor. The purpose of this paper is to realize the new concept variable field flux motor with claw pole rotor and brushless robust structure for high-speed range. Design/methodology/approach – In the previous paper, the authors proposed a half-wave rectified brushless variable field flux method with a diode inserted into the field winding. This paper presents a designing for a novel claw pole rotor type motor using the variable field flux method (CP-HVFM). The claw pole type rotor has simple and robust structure for high-speed operation. This paper describes a first prototype design result for CP-HVFM using 3D-FEM. And the authors report the torque and efficiency characteristic results using 3D-FEM. Findings – The authors have studied the designing for CP-HVFM using 3D-FEM. The designed prototype CP-HVFM reached a rated power of 2 kW or more at a rated speed 1,800 rpm under design restrictions of experimental equipment and initial specifications. In addition, the authors found the ratio of the tip and root embrace of the claw pole shape for maximum average torque and minimum torque ripple. Finally, the authors revealed an influence of the armature current on the torque and the efficiency characteristic results for the designed prototype CP-HVFM using 3D-FEM. Originality/value – The half-wave rectified brushless variable field flux method proved to be effective for the claw pole rotor type motor. And also the authors found the best claw pole shape for torque characteristic. This results are applied to another concept motor for EV or HEV.