The product realisation process is one of several formalized supports for industrial actors to excel in concurrent engineering procedures. To satisfy customers today mass customization is increasingly in need, requiring delicate modular architectures, both in product designs and production. Emerging is also the digitalized co-platforming era of automating the synchronization of product and production platforms. Yet, in all these processes, humans as agents have different roles, objectives, and mental models that governs their decision-making, being the bearer of separate ideas on what to optimize from their end. In product development large sensitivity is given to customer demands and trends to design attractive products, while less attention may be placed on evaluating the increase of variation into the production flows from new products, potentially increasing the workload and complexity of assembly systems, as well as, the subsequent material logistics. In production, much effort is invested to increase standardization, increase the pace, and minimize the manufacturing cost, with the objective to minimize required changes to the current production system. Consequently, it is a hard problem to satisfy all criteria at once, and how to solve it has no clear answer. Therefore, this study has applied qualitative System Dynamics modelling, also often referred to as systems thinking, to investigate how these opposing views were represented at an industrialized house builder. The purpose was to explore and model the perspectives and mental models of two leading roles to model their conflicting objectives. As a result, an overall model of main interactions of product and production development is proposed to support interpreting the findings, visualize the identified conflicting dynamics, and work as a vehicle for analysis.