#!/usr/bin/env perl
use strict;
use warnings;
use Data::Dumper;


sub parse {
    my $text = shift;
    my $values;

    my $reg = qr/
      ([A-Z]+)       #Capital letters
      \n?            #Possible new line
      \|             #Literal |
      (?:            #Begin key value pairs
         \|?(.*?)       #Key
         =
         (.*?)       #Value
         \|          #Begins new kv pair
      )+
   /xs;

    while ( $text =~ m/$reg/g ) {
      print "Match!\n";
      print $text;
      push @{$values->{$1}}, { $2 => $3 };
    }
    return $values;
}

my $text = join '', <DATA>;
my $values = parse($text);
print Dumper $values; #not what I want

__DATA__
CAR
MODEL|name=Mustang|Quality=A|Speed=
MODEL|Chevy=Cavalier|MPG=20
MODEL
|Color=blue|type=hatchback|crashrating=spectacular
|explodes=true|speed=|storage=none,little