Management of product complexity in virtual development establishes as an important challenge that has to be considered to ensure efficient product creation. The main goal is to provide a virtual environment, which allows the simultaneous definition, representation, verification and alignment of involved components. As a key aspect of the present publication, an integrated approach based on a novel configuration of a design-related master model that connects different development disciplines is introduced. Several methods are integrated to this approach and support a continuous efficient development even in early phases. The paper completes with an exemplary application in automotive seat development, representative as one of the complex disciplines in automotive engineering.