During the last decade, the vast majority of software companies have adopted agile development practices. Now companies are looking to move beyond agile and further advance their practices. In this paper, we report on the experiences of a company in the embedded systems domain that is adopting agile practices with the intention to move beyond agile and towards continuous deployment of software. Based on case study research involving group interviews and a web-based survey, we identify challenges in relation to (1) the adoption of agile practices, (2) testing practices, (3) continuous deployment, and (4) customer validation.