I remember reading a very funny interview where a Fiat dealer told the interviewer that selling Fiats was the worst business decision he ever made:

There was a time when FCA was begging every dealer in their network to carry Fiat, and if you did, you got the license for free! You just had to pay for the Fiat sign.

In 4 years his dealership didn’t even sell enough Fiats where the total gross profit exceeded the cost of the sign