When designing a product, both engineering uncertainty and market heterogeneity should be considered to reduce the risk of failure in the market. Reliability-based design optimization (RBDO) approach allows decision makers to achieve target confidence in product performance under engineering uncertainty. Meanwhile, the design for market systems (DMS) approach helps decision makers to develop profit-maximized product design under market heterogeneity. This paper proposes a reliability-based design for market systems (RBDMS) framework by integrating RBDO and DMS approaches and applying this framework to electric vehicle (EV) design. We optimize and compare four scenarios depending on whether engineering systems are deterministic or probabilistic and whether a market is homogeneous or heterogeneous.