Fiat's not kidding around with the launch of its Abarth tuning marque. Following an initial launch at the Geneva auto show earlier this year, The company's treating the venerable racing shop — and Fiat property since 1971 — as its own motorsport lifestyle brand, with swank, high-style offices, a racing division to rallying and racing projects and an online TV channel. All of this hoo-ha is required, considering only hardcore enthusiasts are aware of Abarth's racing achievements and scorpion logo. Watch for the T-shirts on ultra-tanned, coffee-slugging youngsters at a Bolognese cafe near you.
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