Size, shape or topology optimization are widely used to fulfil the requirements in the design process of rubber products. In many cases, the shape of the product is very complex and comes into contact with other components during operation. It is commonly subjected to large deformation for which the rubber shows strongly nonlinear behaviour. For this complex problem analytical solution is not available, thus finite element method could be used in which the analysis running is a time consuming process. The object of my research is to compare the efficiency and computational cost of different optimization algorithms. This article focuses on the applicability of various optimization methods in the field of automotive rubber goods. Direct search optimization and surrogate model optimization methods will be introduced.