Reliability tools such as QFD and FMEA identify voice of customer related to product design, its use, how failures may occur, the severity of such failures, and the probability of the failure occurring. With these identified items, a development team can focus on the design process and the major issues facing the product in its potential use environment for the customer. The purpose of this research is to develop a reliability estimation process of agricultural machinery components using QFD, FMEA, and field failure data. Based on QFD method, customer requirements, engineering design elements and part characteristics were deployed. Using the field failure data, failures are investigated, and Weibull B10 life are estimated. This estimation process is useful for preparing the design input and planning the durability target.