The seal deformation of automotive door is caused by the door compression forces, including non-linear elastic force and non-linear damping force. The working principles of them are analyzed and a new simplified analysis model is built. Based on the Bernoulli equation and the law of conservation of mass, the mathematical models are established to calculate energy consumption of the seal system. According to the analysis results, the energy consumption of non-linear elastic force and non-linear damping force are respectively 84% and 16% of the total energy consumption of the seal system. At last, the calculation data is compared with the test data and the error is less than 5%, so the calculation method proposed in this paper is observed to be accurate.