Customers do like innovative designs that offer a real benefit to them. But above all they want product support - parts, service, technical manuals, training, authorized dealer organization in place to keep them up an running when the machine has a hiccup or two.

One thing the Japanese learned quickly when they came to the US in the late 60's, they weren't going to be successful if they didn't have the product support in place and trained support staff that were from North America.
The Chinese F/L companies were a bit slow at learning this. Recall selling an EP pallet truck - the price was right but the service parts availability was terrible. - the unit need a new controller (under warranty) - not one was in the US - 90+ days to get it from over there.- customer will never buy another one. Today EP has aligned them self with the former Big Joe company and now called Big Lift. Now they are getting their act together.
Little electric pallet truck are a dime a dozen but big lift truck are a different story - dealer capability is total different - starting from the service van, spare unit aren't readily available when a unit is down for extended periods (and they will be).
Recall years ago in the 1970s when I was with Allis Chalmers - we had an arrangement with a company called Lancer Boss out of Leighton Buzzard, England , headed up by Sir Neville Bowman Shaw aka Neville the Devil) to market their side loader line & big truck line above 15K via a private label agreement. We sold one of the first 27K side loaders to a company in Houston, Tx called Hyrdril used to handle drill casing pipe in a marshaling yard. The like the machine, so they bought two more over the next 3 years. Then they started to have some issues with the tranny. It was discovered the 3 units all had a different model of transmission one had a different manufacturer. Tech manuals or announcement were never updated/issued to reflect this change. We had on parts on shelf to support these units. Obviously, the user was PO, eventually Lance Boss delivered 3 new transmissions all the same make & model at no cost and paid to have them installed. In the end the customer wasn't really happy due to the time they were down and never bought another side loader again - they went back to a yard crane system.