With competitors now gearing up for new launches and even reinventing the marketing strategy, competitive intensity may only increase. For instance, Tata Motors Ltd and Mahindra and Mahindra Ltd are launching new products in the higher end, while Hyundai Motor India Ltd has plans to enhance its mid-segment. The moot question then is whether the situation will lead to market share erosion for Maruti Suzuki that outsells every other carmaker in the country today.