"Over the past decade, Europe has gone premium. Just as more and more people are turning to high fashion for their sartorial desires, so hatchback buyers are looking for upmarket brands to fulfill their motoring needs. In the old days, the VW Golf used to be the posh, anti-Ford alternative, but even that has become ubiquitous. In an image-obsessed market, today's buyers are looking to Audi, BMW and Mercedes."
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