The product cycle is changing, where time legs are shorter, high volume- and cash cow-phases fading. Rapid product introduction and customization are keywords, and often associated with modularization. The objective is to create a flexible product design, not requiring changes in the overall product design every time a new variant is introduced. This has been a feasible strategy for manufacturers of small boats in high-cost countries where an incremental development process is well suited for modularization. However, also more radical innovations are needed, not only change modules and product configurations but also have to develop new product platforms. We then have to deal with the critical, resource demanding processes. This conceptual paper describes how boat builders take modularization to a higher lever by attacking the critical parts in product development, i.e. the structural elements of boats.