In the field of electrical machine design, the mainstream approach is to fix the key electromagnetic design parameters in a way that yields an acceptable performance over the operating range. Moreover, these parameters should ideally remain unaltered for accurate control and behavior prediction. However, this approach might be revised radically as novel magnetic materials emerge along with the capabilities of power electronic converters. Indeed, it should be possible to design a machine with configurable electromagnetic properties during operation. Variable flux memory machines (VFMMs) [1], [2] utilize permanent magnet materials that change the intensity of their magnetization and “memorize” various flux density levels. This is achieved via employing low coercive force (Hc) materials and applying appropriate current pulses through the standard machine windings for a very short time during normal operation. This yields adjustable torque/power profiles with wider speed ranges and increased efficiency, even during field weakening operation. In this paper, Permanent Magnet assisted Synchronous Reluctance Machines are considered incorporating low coercive force magnets (e.g. AlNiCo). The objective of this work is to focus on the demagnetization that occurs under normal operation, when the magnetization levels in the machine should be adjusted - for instance, during high speed operation. As an outcome of this study, a proper demagnetization strategy is proposed that achieves the required magnetization levels in the machine with minimum stator current requirement (converter overload) and minimum possible disturbance on the mechanical load side (transient torque overshoot) [3]–[5]. To capture the complex phenomena related to the permanent demagnetization of PM materials, a non-conventional hysteresis-based finite element simulation tool needs to be developed, which should be able to reflect the permanently changed magnetic properties of the PM after a short-time high-amplitude current pulse. In this case, the resulting operating point will no longer lie along the original BH curve, but along the demagnetized recoil line at the worst operating condition and a special set of three sequential simulations is developed to handle such cases. The first simulation creates a mesh of elements on the PMs and generates from the manufacturer’s hysteresis material properties an element based demagnetization curve. That is subsequently supplied to the second simulation that makes an element based calculation of the demagnetization in the magnets. The output is an element mesh containing single values and directions of coercivity (Hc) that reflect the demagnetized states. This is subsequently fed to the final simulation that makes the real application performance calculation employing the imported demagnetization states. Using the aforementioned simulation method, it is possible to consistently capture the machine performance in terms of torque, current, voltage and no-load back-EMF before and after a short high-current pulse intended to cause demagnetization. Under conventional simulations, after applying and removing the high current pulse the machine performance would be restored to the original level (impossible to simulate permanent demagnetization). However, in reality the performance should show degraded. Thus, via the introduced method, the machine is simulated under a current pulse that intends to alter the magnetization level. The three parameters considered are the amplitude of the current pulse, its time duration and the direction of the imposed field to the rotor governed by the current angle. The effectiveness of the magnetization change strategy and its impact on the normal machine operation is investigated versus these three parameters. Coming to the conclusions, firstly due to the machine inductances there is a minimum pulse time duration required to allow for an effective change of the magnetization. For the machine examined this minimum duration was found to be 5ms. Moreover, it is self-evident that by increasing the current pulse amplitude the demagnetization becomes more effective. However, the relation is not linear, and once the current exceeds a certain upper value, the permanent magnets become fully demagnetized - thereafter the machine turns into a pure Synchronous Reluctance Machine. Finally, when it comes to choosing the appropriate current angle for the pulse, the deciding criterion is to avoid any disturbance on the mechanical load side – neither torque overshoot nor sag. This is always feasible through proper choice of the current angle. Therefore, a coordination between the chosen current angle and the imposed current amplitude for the demagnetizing pulse is found to achieve the predefined demagnetization target minimizing the current requirements and the mechanical disturbances. To exhibit the feasibility of the suggested strategy and the superior machine performance that the VFMM concept yields, a demonstrator variable flux memory PMaSynRM is simulated over the complete speed range.