To accurately predict a damage occurrence location by using a computer.

In this method, durability of a tire reinforced with a cord material is predicted by using the computer. The method includes: a model setting step S1 of inputting a tire model, which includes a cord model having the cord material modeled by a finite number of elements, into the computer; a deformation calculation step S4 of performing a deformation calculation of the tire model by making predetermined internal pressure and load act on the tire model; an acquisition step S5 of acquiring compression strain along the longitudinal direction of each element of the cord model, which is included in a predetermined analysis object area, from the deformation calculation step S4; and a prediction step S6 of predicting the damage occurrence location in the analysis object area on the basis of the magnitude of the acquired compression strain.