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Expanding an automotive empire is tricky business. You can either pit one brand within the group against another, or you have to differentiate them significantly. Volkswagen has opted for the former, with numerous competitors from different group brands in the same segments, but the Fiat/Chrysler group over which Sergio Marchionne presides is going the other route.

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It shouldn't even need to be said, but Kubang just isn't a good name for a Maserati – and that's not just because it sounds like onomatopoeia for the noise a Biturbo makes just before it becomes a Monoturbo.

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