In India, the Toyota Fortuner has ruled the premium SUV segment for a long time and has a tested loyal fan base with the trust of durability and resale value. With the Majestor, MG is now entering this fiercely competitive space with a larger, and presumably more feature packed offering. This brings up the question of brand perception, customer loyalty and what it takes to unseat a market leader. It might have more features or space, but can it compete with the Fortuner’s tried and tested track record and service network? This work seeks to shed light on the factors affecting buying decisions in the premium SUV segment, such as brand image, after sales service, reliability perceptions and the significance of legacy and new technology. It also discusses in terms of the broader theme of how newcomers can upset established markets and how to challenge the existing market leaders.