This paper proposes a method for simultaneous evaluation of the assembly process complexity together with the performance of the future product. It allows for product design optimization, considering different aspects of the future design at the early stage of the development process. The proposed method, embodied in a fully automated framework, substitutes the traditional sequential development process with a more efficient and rapid combined procedure, which addresses multiple design aspects simultaneously. Design for assembly (DFA) rules, used as quantitative metrics of the ease-of-assembly of the whole product and individual assembly operations, are automatically evaluated together with performance metrics, estimated based on finite element (FE) simulations. The direct solution to this optimization problem might be inefficient or impossible since it requires the recurrent evaluation of computationally expensive discrete and continuous functions with unknown behavior that represent the optimization objectives and constraints. For that reason, the proposed framework employs regression models based on the Gaussian process and artificial neural networks, thus achieving the optimal design of a product as a result of metamodel-based design optimization (MBDO). The suggested approach is demonstrated in the optimization of a gearbox assembly, considering its mechanical performance and assembly process. Comparing the results of the metamodel-based and direct design optimization shows that MBDO allows finding a better solution using a three times smaller computational budget. In addition, analysis of the results obtained using stationary sampling data sets of different sizes highlighted the limitations of the employed sampling procedure. [ABSTRACT FROM AUTHOR]