I agree, I think it's a good strategy. Better to be a successful second tier company than a first tier one constantly on the verge of bankruptcy. And the niche they're in is one where customers seem really happy with their cars.
I suspect we're both looking for roughly the same thing in our next cars. My challenge is I want all wheel drive, but I don't want a big vehicle, and I want decent fuel economy. I've always had front wheel drive, but I drove a rental four wheel drive small SUV in snowy mountains and was amazed how much better the grip was. Living in Wisconsin, I think I want all wheel drive next time. On paper, I like the new Honda HRV and Maxda CX-3, though I've yet to see them in person.