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Super Moderator
1966 Crown Coupe, 2016 200 S AWD, 1962 Lark Daytona V8.
24,212 Posts
It is probably still a marketing or legal question. BMW currently uses the Zagato name which would be great for Fiat, but there may be a conflict about the name's use by another manufacturer?
Most U.S. car buyers may not know what a Zagato is, but may have heard of an Abarth from the Fiat commercials. Marketing needs to keep the message simple and push one name or the other, but probably not both. It may be more about name recognition.
Abarth has been associated with Fiat for 60 years and was used for the 500. Zagato has built bodies for many different companies.
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