DevOps is a predominant phenomenon in the web domain. Its two core principles emphasize collaboration between software development and operations, and the use of agile principles to manage deployment environments and their configurations. DevOps techniques, such as collaboration and behaviour-driven monitoring, have been used by web companies to facilitate continuous deployment of new functionality to customers. The techniques may also offer opportunities for continuous product improvement when adopted in the embedded systems domain. However, certain characteristics of embedded software development present obstacles for DevOps adoption, and as yet, there is no empirical evidence of its adoption in the embedded systems domain. In this study, we present the challenges for DevOps adoption in embedded systems using a multiple-case study approach with four companies. The contribution of this paper is to introduce the concept of DevOps adoption in the embedded systems domain and then to identify key challenges for the DevOps adoption.