Some car companies are purposefully positioning themselves to have fewer customers as they've learned that they are much more profitable selling a small number of high margin vehicles to a few people instead of a large number of low margin vehicles to a lot of people.

It used to be that they were happy to sell small cheap cars to new buyers because it would build brand loyalty. I'm not sure people are so wedded to car companies now though, especially so when so many brands are owned by a handful of companies.

Small cheap cars have been disappearing from the ranges of most manufacturers.