For Fiat Chrysler, the record fine it will pay for mishandling 23 different safety recalls is a kick in the gut.
The amount of $105 million is more than a small matter for an automaker that is already highly leveraged and facing a tough road financially over the next five years as it expands production and sales. Still, the penalty will not break the automaker. Nor is it likely to hurt sales, according to one market analyst.
"I don't think this will hurt the Jeep brand," said Michelle Krebs, senior analyst at AutoTrader.com. "This is a very strong, iconic brand. Millennials aspire to it, so I don't see Jeep sales suffering much because of this penalty."
Krebs' assessment is one echoed by others in the auto industry. Like it or not, American auto buyers have become numb to major recall scandals.
Take, for instance, General Motors, whose faulty ignition switch scandal made the automaker a punch line for late night comedy shows. Despite the regular slew of negative headlines, GM sales rose 5.3 percent in 2014, according to the research firm Autodata.