This months' briefing looks at the activities of the major players in Europe. It highlights how Korean manufacturers Hyundai and Kia are becoming dominant players in Central Europe, PSA and Toyotas' joint venture is setting standards for production efficiency, the shift of the major players' production of new models from Central Europe to Poland, the return of Skoda, the production of more basic and affordable vehicles to target emerging markets, and Renault's major regional presence in Romania. Russia is identified as the next market to show great potential growth, having a population of 142m but a car ownership rate of only 167 vehicles per thousand inhabitants. The briefing outlines how the government is making Russia an attractive investment destination for automakers, which are investing, and the struggle of domestic producers.