In transport applications, electrical machines are required to be highly reliable, in order to fulfill the intended mission profile over the expected lifetime. This task has been conventionally addressed through the adoption of safety-factors that might lead to an over-engineered electrical machine. Only recently, few works have started championing a paradigm shift towards physics of failure methodologies, which allow to achieve an appropriate trade-off between optimal performance and demanded reliability figures. Thus, this paper proposes a reliability-oriented approach for low-voltage electrical machines and outlines its critical implementation steps. Accelerated thermal aging tests are preliminarily performed on custom-built specimens to assess the aging trend of the turn-to-turn insulation system. The thermal endurance graph at several percentile values is then determined and a lifetime model suitable for variable duty motors is developed. Finally, this model is used to predict the turn-to-turn insulation cycles-to-failure of an electrical machine installed on full-electric vehicle.