I think Lancia's definitely worth saving. Remember the state of Alfa not so long ago? Indeed, reviving - which is still a better prospect than resurrecting - a brand, takes a lot of money but it's a long-term investment. Im 99.999999% sure its never going to happen, but the platforms are there, BMW is the darling of the motoring world, all it takes is some outrageous concepts and sexy, Italian models... If it can be profitable in the long run, why not?