COMMENT: Fiat Chrysler takes its cash cow to market

Although no true valuation has ever been published, the British Monarchy’s Crown Jewels collection is worth billions to the country, both in monetary terms and as a global tourist attraction.

Jewels, of course, have limited functionality to an owner. But when those jewels combine global recognition with the colour red, a prancing horse logo, four wheels and the most emotive engine noise in the industry, things start to look a little different.