Product Development Process is widely known among industry and automobile companies. With the advance of technology and the need to improve product efficiency, many companies have been applying Lean Thinking principles. Their benefits lead those companies to implement their concepts and tools, like Value Stream Design in Indirect Areas, Obeya, Just-in-time (JIT) which is based on the production control system developed and implemented by Toyota. This article describes the case study of the implementation of Lean Product & Process Development (LPPD) on the current Product Development Process (PDP) in an automotive company. The PDP was created by the organization and adapted from Advanced Product Quality Planning (APQP). The main findings were a Value Stream Design model of an improved PDP as a useful and successfully contribution for the company. These improvements reduced the product development lead time from 700 days to 369 days. The process efficiency increased from 68% to 85%. The communication and transparency between the cross-functional team (CFT) was improved and show promise for achieving a successful launch of new products.