Aldi are doing well because they fit a different subsegment of the grocery retailer market, that will soon saturate and they will find their plateau. Less about advertising and more about filling a gap in the market. You could argue Crossovers did the same thing, people didnt want big chunky 4x4, but a hatchback was too small, bingo.
Nissan and Toyota are your Ford and Vauxhall for Japan really. A few RS Turbos and VXRs kicking around but generally they trawl the roads doing the mundane jobs. Maybe thats our gap in the market chaps, a sports car only manufacturer that sells around the 40k mark, cheaper than Porsche - oh, was that Lotus?!