Abstract: A motor or generator having a rotor comprising an outer peripheral ring and having round bar permanent magnets with an axial length smaller than a diameter of the magnets embedded into the ring. The stator surrounding the motor and the stator comprising a stationary ring having a substantially flat sheet ring configuration including electrical conductors therein. The rotor comprises a flux-transfer ring rotating substantially as a unit with the outer peripheral ring. The flux transfer ring being substantially flat and facing the flat sheet ring.