Add to ORKGPlatform product development is now widely used to tackle the cost-variety dilemma. In this work, we questioned the planning hypothesis underlying most of the research on platform design. Using an inductive methodology, we analyzed the first phase of a product development belonging to the second generation of a product based on an existing platform. This led to three results. We pointed out the existence of platform design principles. We also brought up how a design based on an existing platform modifies the traditional V-model, which structures the design process organization. Eventually we outlined the question of the platform renewal and its impact on platform’s architecture and flexibility. Keywords