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Probably not too much. He wasn't too involved in day-to-day type stuff the last few years and as long as the cars turned out to be a decent package of small performance upgrades and unique appearance I don't think he minded his name being on cars like this, even if many would consider it overpriced or the upgrades not substantial enough. He was pretty shrewd about business stuff and wasn't afraid to capitalize on his name although he really did like when cars turned out special and above expectations. (By the way to get an idea where I'm coming from, I have a few friends who knew him personally and have been around the various businesses and partnerships with Chrysler, GM, and Ford over the years.)