This research investigates the impact of Product Lifecycle Management (PLM) strategies on engineering performance at Innoson Motors, Nigeria’s leading automotive manufacturer. Employing a mixed-method approach, the study combines quantitative surveys with qualitative insights, analyzing data from 172 respondents through descriptive statistics, Pearson correlation, and multiple regression analysis. The findings reveal a significant positive relationship (r = 0.612, p = 0.000) between PLM adoption and engineering performance, with strategies such as digital project management tools and CAD/CAM integration being most prevalent. Regression results indicate that PLM explains approximately 57% of the variance in performance improvements (R² = 0.570), confirming its substantial impact. The study also identifies key challenges, including staff resistance, high costs, system integration issues, and skills gaps, which significantly hinder successful implementation. These insights have important implications for Nigerian automotive firms aiming to leverage digital transformation for competitive advantage. The research emphasizes the need for strategic change management, capacity building, and supportive policies to overcome barriers and maximize PLM benefits. The study contributes to academic literature on digital transformation in emerging markets and provides practical recommendations for industry stakeholders. Future studies could explore longitudinal effects and organizational culture influences to further deepen understanding in this area