In this study, the design optimization of the automotive side member is performed to maximize the crash energy absorption efficiency per unit weight. Design parameters which seriously influence on the frontal crash performance are selected through the sensitivity analysis using the Plackett-Burman design method. And also the design variables, which are determined from the sensitivity analysis, are optimized by two methods. One is conventional approximate optimization method which uses the statistical design of experiments (DOE) and response surface method (RSM). The other is a methodology derived from previous work by the authors, which is called sequential design of experiments (SDOE), to reduce a trial and error procedure and to find an appropriate condition for using micro-genetic algorithm. The proposed optimization technique shows that the automotive side member structure can be designed considering the frontal crash performance.