Product lifecycle management (PLM) adoption includes very extensive changes in intra- and inter-organizational practices and requires new types of skills and capabilities. A controlled PLM implementation can therefore be very challenging in practice. PLM maturity models, often at least partly based on the thinking of CMM (Capability maturity modeling) can be used to make the implementation of PLM a better approachable and a more carefully planned and coordinated process. Our objective was to enhance current maturity modeling approaches on PLM implementation, and we have argued for and presented a novel PLM maturity dimension, ”customer dimension”, that we consider as an important addition to current PLM maturity models.