"The good thing is, we're not poles apart in brand imagery and there's no overlap between our vehicles, " points out Pawan Goenka, the ex-GM executive who heads Mahindra's auto and farm-equipment business and now chairs SsangYong.

FORBES: The Global 2000

But between the two groups there is a theological overlap that translates into a tough brand of politics.

ECONOMIST: Israel

But his product managers rolled their eyes and noted that there was too much overlap in the lines themselves and no clearly distinguished brand spaces.

FORBES: Why PC Market Leaders Rise And Fall