1. quality
2. product support - parts and service - timely response time- service parts readily available on the dealer shelf or within a day from central parts location(s). A longer warranty doesn't mean much if one has to wait for 90+ days or so for "common" service parts. Yes I had that experience when I sold an EP battery powered low lift pallet truck years ago - the are better now but not in 2004. I lost a customer. The part was a the drive motor controller. Couldn't afford to sell another one and I didn't.
3. reputation - Toyota and other Japanese imports have been around since the late 1960s when they first showed up on the US west coast - some were even "rebuilt??" called grey market units. US brands a lot longer - people like Clark, Yale, Hyster. Easy to find references of satisfied users for established brands - hard to do when your are a new comer or a company that has changed their brand name more than once.
4. Price is important but it is not the primary reasons why people buy - Confidence in the supplier is #1 that confidence is in the area of "product support" - takes a long time to prove or lots of initial investment with hopes of a return in the future.