Imagine a world where car manufacturing gets back to its roots, a time when a car's chassis was a distinct, standalone component, and the body was a custom creation—a canvas for creativity.

Yet, this time, the engine of innovation is not just hardware but software—a seamless integration of technology that defines the driving experience. This is not a vision of the distant future but a revolution that is taking place now, driven by the rise of electric vehicles (EVs) and the groundbreaking technologies that support them.

The Return to Modular Manufacturing

Neta Auto, a brand under Hozon Auto, is set to unveil the Neta S shooting brake, a vehicle that could redefine how cars will be made. Debuting on August 25, this model is not just another electric vehicle—it's a glimpse into a future where car manufacturing could return to a more modular, flexible approach.

Built on CATL's CIIC (CATL Integrated Intelligent Chassis) skateboard chassis, the Neta S shooting brake Battery Electric Vehicle (BEV) is set to be the world’s first passenger car model to take full advantage of this innovative platform. The 800 V version of the Neta S will soon enter mass production, signaling the start of a new era in automotive design.

CATL’s CIIC technology enables the upper body and lower chassis of the vehicle to be developed separately, a decoupling that shortens development cycles and challenges the traditional manufacturing model of the automotive industry.

The chassis itself is a marvel of engineering, handling vehicle motion, energy management, and absorbing up to 85 percent of frontal crash energy. This degree of integration, which brings together the powertrain, braking system, steering system, and thermal management, has never before been achieved in automotive design.

The CATLK Integrated Intelligent Chassis

Standard platforms to support multiple car models are nothing new but we are now seeing them offered as components that OEMs can purchase rather than develop themselves.

The groundwork for a skateboard platform was laid over 20 years ago by General Motors with a concept vehicle called the Autonomy. Later, in 2020, Benteler, an automotive chassis maker, worked with Bosch to create a similar framework. With Neta Auto, this concept is finally entering production vehicles.

In addition to Hozon Auto, CATL also signed deals with BAIC, a Chinese automaker, and VinFast, a Vietnamese automaker.

Bosch, working with Qualcomm, is further helping to steer the industry in this direction by developing safety-certified control-by-wire steering, braking, and acceleration systems, thus reducing the number of control units needed and, more importantly, eliminating the need for physical linkages between drivers and these devices.

Automakers Can’t Do It All

As the automotive landscape shifts, it’s becoming increasingly impractical for automakers to build and maintain expertise and industry leadership in all aspects of vehicle technology. Right now, car manufacturers pride themselves on advances and differentiation in areas like battery technology, DC motors, and advanced driver assistance systems (ADAS). However, these once-critical differentiators are rapidly evolving into standard components—building blocks that no longer set one brand apart from another.

Battery technology, for example, is still evolving but is at a point where most consumers are indifferent to the nuances between one EV battery and another. Similarly, the performance of DC motors—whether in terms of acceleration or efficiency—is no longer a top priority for the average buyer. Consumers today are less likely to choose a vehicle based on its 0-60 mph time and more on the overall driving experience and the software that powers it.

ADAS features, like blind spot detection, adaptive cruise control, and lane-keeping assist, are already common across most brands. They have reached a maturity level where they are expected rather than exceptional.

Autonomous driving, still in its infancy, will eventually follow the same path, becoming a ubiquitous feature that offers little room for differentiation. Moreover, the continued effort of collecting and processing the data to refine the machine learning models for autonomy will require ongoing expertise, costs, and liabilities that most automakers will not want to bear.

For automakers, the challenge lies in recognizing that these technologies will no longer be the factors that set them apart. Instead, they must focus on other areas—particularly the interior and user experience, taking advantage of the design flexibility afforded by modular platforms like CATL’s skateboard chassis.

The Rise and Absorption of Coachbuilders: A Lesson from the Past

Prior to the 1980s, virtually every General Motors car, except the Corvette, had a “Body by Fisher” logo displayed on its door sill. This was a tribute to Fisher Body, an automobile coachbuilder that was fully acquired by GM in 1926.

In the early 20th century, cars were often the product of collaboration between automakers and independent coachbuilders. These coachbuilders—like Mulliner, Fleetwood, and Ghia—crafted custom bodies for chassis provided by manufacturers like Rolls-Royce, Cadillac, and Ford. The result was a highly personalized vehicle that reflected the tastes and desires of its owner

A vintage Body by Fisher ad for a Pontiac.

As the automobile market matured, these coachbuilders became valuable brands, known for their craftsmanship and design innovation. Automakers recognized the value of these brands and began absorbing them into their operations. Mulliner, for instance, became a part of Bentley Motors in 1959, while Fleetwood, Ghia, and LeBaron were absorbed into Cadillac, Ford, and Chrysler, respectively, becoming brand names within those companies.

This consolidation was driven by the emerging importance of the car's body as a key differentiator among brands. As cars became more than just a means of transportation, their appearance and the experience they offered became central to a brand's identity.

Today, as automakers face the reality that batteries, drivetrains, and ADAS are becoming standardized, the body and the user experience once again stand out as crucial elements of differentiation. With the rise of EVs and technologies like the skateboard chassis, the industry is poised to revisit this era of customization—albeit with a modern twist.

The modularity of the skateboard chassis opens new possibilities for automakers and consumers alike.

This shift toward designing with a complete chassis sourced from a supplier can be viewed not as a return to an old manufacturing technique but as a revival of the creative spirit that once defined the automotive industry.

The Power of Software in the Future of Cars

In this future, the chassis becomes a standard platform, much like it was in the early days of automaking. But now, the real differentiation lies not in the mechanical components but in the software.

Automakers will no longer need to focus on perfecting batteries and drivetrains—these will become standardized, commoditized components that most consumers will take for granted. Advanced driver assistance systems (ADAS) will also become more standardized and must become so if V2V technology is to take hold.

The real battleground for innovation will be in the user experience.

Thanks to optimized aerodynamics, exterior bodies have few opportunities for differentiation beyond lights, grille design, and minor trim variations. Most cars on the road look strikingly similar.

This shift to a modular design with a sourced skateboard leaves the door wide open for automakers to focus on the vehicle’s interior design and, more importantly, the software that defines the user experience. The possibilities are endless, from the number and size of screens to the look and feel of the interface to the range of services offered within the vehicle. These software-driven experiences will define the brand and create opportunities for continuous engagement with customers through updates and new features.

A Modular Future: Redefining the Automotive Industry

The modular approach, now championed by CATL and showcased in the Neta S, could redefine the automotive industry. By separating the chassis from the body and interior and focusing on software to create a unique user experience, automakers can offer a level of customization and innovation that has not been seen in decades.

In this future, a car is not a single, vertically-integrated product but a one where a complete safety-certified chassis will be sourced as a component, augmented with an array of ADAS technologies. This model allows for faster deployment of new technologies, and a closer alignment with consumer preferences. It makes it easier for new entrants, such as technology companies to become automakers.

As Neta Auto unveils the Neta S shooting brake, it’s a sign that the future of automotive manufacturing may very well bring us back to our roots—where the chassis and body are distinct, but this time, with the added power of software to personalize brands and drive the next wave of innovation.

About Sanboca Insights

At Sanboca Insights, we specialize in tackling challenges unique to the automotive industry, enhancing the journey from concept to deployment. We partner with leading automakers across the Americas, Europe, and Asia, where we deliver strategic guidance to refine technology roadmaps, accelerate development, forge partnerships, and unveil new opportunities.

Are you ready to lead the charge in redefining the automotive user experience? Contact us today to start your journey toward a more integrated and data-driven future.

The Future of Automaking: Back to the Roots with a Twist