An automotive wheel bearing is one of the most important components to guarantee the service life of a passenger car. The endurance life of a bearing is affected by many parameters such as material properties, heat treatment, lubrication conditions, temperature, loading conditions, bearing geometry, internal clearance and so on. In this paper, we analyze the relation between loads and deformations of wheel bearing units. On the basis of it, we calculate the endurance life of wheel bearing units and suggest a method to determine the initial contact angle to achieve a maximum endurance life with considering stress concentration.