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Consumer automobile manufacturers can use shared platforms because the biggest difference between their vehicles is the body, which are metal boxes of different volumes. This is sometimes seen in aircraft: look at how many models of 777 Boeing produced.

Automobile manufacturers couldn't, for example, have a shared platform between a vehicle designed for racing, an armored limousine, and a golf cart, as these vehicles have different performance requirements. That's a better comparison to to what they're trying to achieve with the F35. The needs of the branches of service are very different.