The increasing complexity and dynamism of the automotive industry challenges traditional project management models, regarding Advanced Product Quality Planning (APQP) for critical components with time constraints. This study aimed to investigate hybrid methodologies that combine agile and traditional models in APQP management. A case study was conducted in a multinational company in the automotive sector, with highly complex products and projects. The research included process analysis, identification of APQP management challenges, and proposals for improvement strategies. The results showed that combining methodologies could increase flexibility, improve communication between teams and suppliers and the risk management process, which can translate into overall efficiency in terms of deadlines and compliance with quality standards. However, the study also highlights challenges in implementation, particularly resistance to change and the need for training the staff, which could be overcome with cultural adaptation strategies and training investments. This study contributes to the existing literature by demonstrating the potential of hybrid approaches in extraordinarily complex contexts and can offer practical guidance for companies wishing to improve their quality processes.