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This paper investigates concerns related to product data and digital data flow when aiming to automate company processes. Accurate data is necessary to create value by enabling improved decision-making in product development, including sustainability capabilities. The case analyzed is an engineer-to-order (ETO) company operating in a low-volume marine manufacturing context. A participatory research approach is used to study two projects that are part of the company's digital business transformation, aiming to digitalize information and autogenerate downstream processes. Building on the strengths promised by digitalization requires precise and extensive product and process information. An important facilitation capability is to create a digital thread from design to finished product, including product documentation. This is necessary to establish capabilities both to autogenerate appropriate compliance reporting as part of the product development process and to conduct virtual testing and validation before the physical equipment is acquired, resulting in a manufacturing process that is 'right first time'. In addition, data capabilities guide and enable sound-decision making for improved sustainable practices in the early phase of product development. It is found that the data quality required to utilize tools within the context of Industry 4.0 demands changes to existing product design practices and focus on the three pillars harmonization, integration and automation of data and systems. [ABSTRACT FROM AUTHOR]