There used to be a 8% margin (from dlr to msrp) on Chrysler stuff in the '90s, with Neons being like 5% (as many other small cars were). Back then, the dealers needed about 500-700 margin to remain profitable on the front end, not counting margins on finance, extended warranties, etc. That was THEN.
Fiat is not the high volume leader some would desire it to be. Margins from Maserati and such are helping the dealers, when they are dualled with Maserati, Alfa, etc. It's going to be a while before Fiat is high volume, I suspect. Too many still remember "Fix it again, Tony".
Those are some neat pictures from earlier times! When cars had real style rather than "jelly-bean" curves. Spiffy interiors rather than "tone on tone" with different textures. And gas pedals that were physically linked to the engines! Those were the days and we didn't know it, back then.
Enjoy!
CBODY67