Abstract
This article investigates the link between product development cycle time and technological level in the final product, using a sample of 11 new car development projects. Reducing cycle time can create competitive advantages, but it also may lead to the development of technologically inferior products. Time is needed to digest and analyze technological problems. The conclusions from our study support the notion of a relationship between cycle time and technological level. Thus, there are important choices to be made regarding the desired level of technological maturity in the final product. This affects the required cycle time. Simply reducing the cycle time may not always be feasible or desirable.