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The process for accurately estimating product reliability early in the development process can be a difficult and costly task. Traditional methods like Reliability Prediction Models and Life Testing Strategies yield beneficial results when relative information is known about the product that is to be analyzed. When there is minimal information known (prior failure rates…) such a new concept design these above reliability methods have limitations. For these cases a Virtual Testing Strategies have proven to yield valuable results. This paper will demonstrate a reliability analysis procedure for a new automotive concept design. This analysis procedure composes of a mathematical model, model validation, parameter diagram, design of experiment (DOE), response surface, and optimization.