A well-performing product realisation process in order to introduce new products with high frequency to a low cost, is becoming more of a pre-requisite for manufacturing companies. In a multiple case study, this paper investigates applied industrial practices in production development to support the production realisation process and reports on the current ways of working and challenges therein. The areas of current production development practices, production platforms, standardised work, and knowledge development are explored. Identified challenges towards long-term production development based on the explored areas are presented. The inclusion of future need of production system adaptions from future products is argued for to increase its efficiency. Through including future need of the production system, the notion of considering one product at the time during industrialisation is challenged and a more proactive perspective can be taken. The production platform approach is considered as one enabler for such an improved production development.