Car manufacturers started to chase 'style' from the late 1920s and the design of cars became more important, particularly as it was becoming harder to achieve difference by unseen technical innovation within the car. Coachbuilders sprang up to give alternative bodies to otherwise identical cars. From the 1930s mass production cars turned to standard steel bodies, but the heyday of the coachbuilder came as those with money could pay for extraordinary bodies. After WWII life for the coachbuilder became much tougher, but Alfa Romeo, Ferrari and Maserati didn't have 'standard' bodies and provided opportunities for coachbuilders such as Bertone, Frua, Ghia, Pininfarina and Vignale.