I saw an ad it happened to be for Takeuchi and it said something to the effect of The power of name recognition can be more powerful than the equipment. I thought that was a profound statement. Obviously it is aimed at Bobcat being the marketshare leader in both mini ex and tracked machines (skid steers also but that didn't pertain to Takeuchi). If Bobcat was just now entering the market with its current machines. Would they immediately capture current marketshare? Would they ever reach current marketshare? Does Bobcat build a machine that is 20% better than CASE or 60% better than CAT (using marketshare percentages as a guide). I don't think any company does a better job of marketing than Bobcat. They entered the market first (although not by much) gained a commanding marketshare and have not looked back. I don't believe it is because there equipment is that great, but rather how effective they have been over the years in marketing their equipment and their brand. This is not to say that they are not innovative as they are but I think it is amazing that the name carries as much weight as it does. Especially enlight of how powerful the competition has become in the last 15 years. I think in many ways Bobcat has been passed by in the market mechanically yet they continue to be very strong in sales, due to extremely savvey marketing by capitalization of their name recognition. To many, a skid steer will always be a Bobcat (much to my dismay). I think they are now able to sell competent equipment (I would not say they are market leaders in any particular area of performance in any machine,) based soley on the name and the paint. They are able maintain or expand current marketshare. Any thoughts?