Two players (Maruti and Hyundai) hold over two-third share of the Indian auto market. The next 8-10 players fight it out for the rest, making it a challenging battlefield. Even at the individual level they grapple with unique issues. FCA's (Fiat Chrysler Automobiles) challenge is to transplant the Jeep's American legacy to a consumer who may not be acquainted with it and not ready to pay a premium for it. Renault has to sell its hatchbacks to a consumer used to flagships from Maruti and Hyundai. And Czech-born Skoda has to convince Indian consumers about its 'value luxury' positioning. As reported in Brand Equity, Toyota's Etios got stuck in the taxi-groove in its early days and has been trying to shirk that tag off ever since. Many of the brands struggling with a meagre share, are global giants powered by some of India's hardest working marketers. But an examination of what they are up against illustrates why they are where they are and what they are doing to move onwards and upwards.