The traditional approach to embedded systems development is no longer sufficient, and organizations are now adopting "embedded DevSecOps" to modernize their development practices. Embedded DevSecOps involves collaborative engineering practices, integrated toolchains, and automation for building, testing, and securing software in embedded systems development. Three market forces are driving this change: the software-defined product revolution, hardware virtualization, and the competitive and economic reality. The software-defined product revolution is growing rapidly, with the software content in products increasing significantly. Hardware virtualization is enabling continuous integration and testing, but its value is only fully realized when integrated into an automated workflow. The competitive and economic reality is driven by the talent war, with companies using outdated tools struggling to attract and retain top engineers. The rising costs of embedded development, driven by long feedback cycles, are also creating an urgent need for embedded DevSecOps. Organizations are adopting embedded DevSecOps to combat these challenges, with priority transformation areas including continuous testing, automating compliance and security governance, and enabling collaborative innovation. By adopting embedded DevSecOps, organizations can reduce costs, accelerate time-to-market, and unlock innovation that differentiates them in the market. The window of opportunity for embedded systems leaders to gain a competitive advantage through DevSecOps adoption is open, but it won't stay open forever.