The competition of today is truly global with fragmented markets and customers expecting to get the best product at the best price with immediate availability. Success in manufacturing, and indeed survival, is increasingly more difficult to ensure and it requires continuous development and improvement of how the products are produced. Meeting customer demands requires a high degree of flexibility, low-cost/low-volume manufacturing skills, and short delivery times. Future competition is dependent of the producability of new products, how efficient products can be produced and delivered from supplier to customer. Measuring and evaluation producability is thus a critical issue within product development and demands concurrent engineering and cooperation between product and process development. This paper presents a case study, performed to investigate how concurrent engineering works in reality within industry. Which production requirements should be formulated to compete in a turbulent business environment and how is producability of new products measured and evaluated? How can cooperation between product- and process development be improved?