edward t:
As was told to me by a long term Crown associate in my travels, the long term loyalty to Crown equipment for electric warehouse equipment started with the a relationship between the founder, Mr. Sam Walton & Crown (aka the Dickie family), when Mr. Walton needed "American Made" equipment but didn't have a lot of funds available & was interested trading equipment (at or near list prices w/certain conditions) for stock in his new start up company & a long term agreement. Other American made lift truck brands were approached but declined.
Since the passing of Mr. Walton, who I had the privilege to meet at a Wal-Mart store in Katy, Texas* (he was on his way to M.D. Anderson for treatment), things have changed - like "American Made" products, good customer service, an almost obscene return policy (including worn out items or shoes that were out grown - no questions asked), ALWAYS low prices (that may coming back as certain competitors have taken a bite or too out of the King), long term loyalty to vendors. No doubt the economics of doing business caused some changes.

*My wife worked at that store and I stopped by to get my "honey-do" list & he was there and we spoke briefly.