With the industry currently gathering in Paris for the MotorShow, times for the established players are tough. The middle-ground of car companies are being squeezed by the young pretenders; Hyundai and Kia. at the other end of the scale the premium brands are stretching their portfolios lower and lower, eating into the mainstream market-share. So a company like Dacia are in an enviable position. They’re unashamedly budget. They don’t have any pretence to ‘premium-ness’. And they’re launching a bunch of new cars at a time of increased austerity in Europe. They’ll sell primarily on low-price and tough and simple drivetrains. But they also have a certain chunky design appeal which will help their success.