Technology investment can be seen as a commitment of knowledge and machinery that is required to operate an organization with the objective of making gains in the future or any investment made by firms in technology resources which are anticipated to increase the performance of an organization. Investment in technology can be referred to as expenditure in information technology (IT), machinery investment, advanced manufacturing technology (AMT), flexible manufacturing technology as well as an investment in any form of technology. Advanced manufacturing technology investment advances speedily and help to transform the techniques organizations carry out their operations. Advanced manufacturing technology investment helps organizations to modernize business operations, produce a modern business model and enhance their customer relationship management. The main aim of this study is to find out the influence of advanced manufacturing technology investment and performance of production firms in Nigeria. This research used a qualitative method of data collection through a tape recorded interview of about 15 managers of production firms located in Oyo state in Nigeria. Data collected was transcribed and analyzed through content, thematic, and case by case cross case analysis. The study finds that technology investment entails investing in new equipment and structures for the purpose of increasing firm performance. It also means increasing capital expenditure by expanding technological facilities in an organization; the reason for such investment could be to boost production, increase sales, make work processes seamless and above all raise profit and shareholders returns. This study finds that organizations have a strong opinion to support that investment in advanced manufacturing technology infrastructure enhances firm performance. This study suggested that production firms in Nigeria should evolve strategies before investing in advanced manufacturing technology.