Predicting fatigue life of rubber components is an important issue in design procedure for industrial trucks to assure the durability and reliability. Main considerations in designing rubber components against fatigue failure are the compounding technology, shape design, and manufacturing process. Among them the rubber compounding technology is one of the most critical factor to determine more than 50% of component's quality. This paper presents how to improve the durability and reliability of industrial rubber mount during its design, development and prototype testing. The data presented illustrates explicitly the prediction of reliability growth in the product development cycle. The application of these techniques is a part of the product assurance function that plays an important role in rubber components reliability improvement.