This paper proposes a novel axial flux rotor consequent-pole permanent magnet (AFRCPPM) machine with improved torque density. The key is to place the PMs between the adjacent rotor teeth with switched-flux feature compared to the stator permanent magnet (PM) dual-stator axial switched-flux PM (DS-ASFPM) machine. This will be able to obtain simple stator structure, high power density and large torque output capability. In the following paper, the topology, operating principle and winding configuration are analyzed in detail. According to the theoretical derivation, the major parameters of the AFRCPPM machine are acquired. Based on 3-D finite-element (FE) method, the electromagnetic performance of the AFRCPPM machine and DS-ASFPM machine is comparatively investigated to evaluate their characteristics. The FE-predicted results indicate that the AFRCPPM machine exhibits simple stator structure, sinusoidal back-EMF and high power/torque density. Moreover, under the same armature current, the AFRCPPM machine has larger output torque compared to the DS-ASFPM machine. Hence, it has a good prospect in electric vehicle (EV) or hybrid EV.