And paying higher prices is not in line with the general public's opinion of most FCA (and previous iterations of Chrysler) shoppers. So we've hit a brick wall. Sergio wants more margin (i.e.: higher prices or lower cost). The public won't pay the higher prices. He's now attempting to cut costs by "outsourcing" cars but it appears no one can make them cheaper enough to give the margins he wants. Big question - if they do outsource cars to get a better profit margin, why stop there? Why not do the same with the trucks and Jeeps? Isn't the profit margin all it's about?