Digital technology offers new options for product-developing firms. However, to reap the benefits of digital technology, firms need to handle the tensions between these options the institutionalized practices established over long periods of incremental innovation. We report on a twenty month intensive case study of a global automaker€™s efforts to innovate instrument clusters explore the influencing role of established innovation practices. We develop a conceptual model for understanding how digital technology shapes, is conditioned by, the dominant design of a product class. Our research contributes to the emerging literature of digital innovation offers lessons learned for established firms dealing with the contradictory logics of digitized products_x000D_