Against the backdrop of a steady shift in value added from the automotive original equipment manufacturers to the automotive suppliers, product lifecycle management in the automotive supply industry gains importance. Prior literature has acknowledged product lifecycle management as paradigm for manufacturing industries, yet little is known about the specific characteristics and boundary conditions in this emerging industry branch. Grounded on extensive empirical evidence from a typical and revelatory case study at a global leader for mechatronic assemblies, this exploratory paper identifies, visualizes, and discusses challenges in product lifecycle management in the automotive supply industry. With the limitation of an exploratory and interpretive single-case study approach, we (1) supply scholars and practitioners with grounded, stakeholder-related insights and (2) link the field of product lifecycle management with information systems.