A novel electric motor rotor structure, particularly desirable for use with brittle rare-earth-magnets, offers improved resistance to rattling and axial shifting. This is achieved by forming the rotor with an annular central yoke connecting to a plurality of pole shoes along the periphery of the rotor and defining a magnet-receiving recess or pocket 160 between each pole shoe and the central yoke. Spaced circumferentially between adjacent magnets 38 are regions 146 of reduced magnetic conductivity, which include relatively thin metallic holding segments, which connect adjacent pole shoes to each other and to the central yoke. During manufacturing, tools are applied to upset or crimp the holding segments, and thereby form spring elements, to hold the magnets in stable positions and resist any tendency of the magnets to rattle or axially shift during motor operation. One obtains the same power level from a smaller, and therefore lighter, motor than was previously possible.