The adoption and diffusion of RFID in logistics falls short behind the optimistic expectations shaped years ago. The complexity of large-scale RFID rollout projects is a barrier for widespread adoption and diffusion of RFID. Current RFID specific project management frameworks address the implementation of isolated RFID projects but provide very limited guidance on how to manage large-scale RFID rollouts. This paper provides substantiated insights on fuzzy front-end activities in the early phase of RFID rollout projects at a large automotive manufacturer. Our findings indicate that indivisibility as the underlying source of complexity is one of the principal factors for hesitant adoption and diffusion of RFID in automotive logistics. We propose fuzzy front-end approaches to address identified complexity issues and ramp up RFID implementation in a diverse cross-company and multi-project environment.