by Jonathan Crouch
Intro
Manufacturing a product that amounts to more than the sum of its parts isn't easy but if you can pull it off, it's like being handed a golden egg laying goose that can forge licences to print money with its beak. The trick is to harness the strange, unpredictable forces of fashion to render the item in question cool, desirable and trendy, at which point you can pretty much charge what you like for it. Fiat had looked on while BMW delivered a master-class in this process with its new MINI. Figuring that it would like a piece of the action, the Italian firm set about remaking the Cinquecento for the twenty first century.
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