Bearing friction is a direct contribution to vehicle CO2 emissions. The friction is defined as the total resistance to rotation, resulting from the combination of rolling and sliding friction in the contact areas. First, friction reduction was approached from a theoretical standpoint by employing modeling and simulation techniques. Improvements identified in simulation were then used to: create a new set of design rules for the internal geometry of the bearing, introduce a new grease, develop new seals, also with the integration of labyrinth functions and an optimization of the preload range variation. In order to provide a reliable confirmation of the expected achievements, a new friction measurement methodology was also introduced.