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<?php
/*http://www.corephp.com/blog/joomla-mvc-load-a-model-from-anywhere/#.T2XTvh1yx3I*/
 JLoader::import('joomla.application.component.model'); 
// file name, full path
JLoader::import( 'product', JPATH_ADMINISTRATOR . DS . 'components' . DS . 'com_virtuemart' . DS . 'models' );

$productModel = JModel::getInstance( 'Product', 'VirtueMartModel' );
?>