Abstract: A novel stator coreless axial flux permanent magnet（AFPM） machine with module poles and Halbach arrays was proposed in this paper. The structure features and advantages of the novel machine were introduced. The electromagnetic torque was analyzed. Based on three dimensional（3D） finite element analysis（FEA）, the sizes of permanent magnets and soft magnetic material of rotor poles were optimized. The electromagnetic torque per permanent magnet volume and air gap flux density sine distribution are the crucial factors which have to be considered in the rotor optimization procedure. Therefore, the pole arc coefficients of axial magnetization, tangential magnetization permanent magnets and soft magnetic materials in the rotor were derived. Compared to traditional stator coreless AFPM machine with Halbach arrays, the optimized novel machine has higher torque density and less permanent magnets. The experiment and FEA results on a prototype machine verify the correctness and effectiveness of the proposed novel machine.