I think we have indeed beat the analogy of cell phones [A.K.A. interpersonal communications devices] to a "dead horse" status, but I also think we have narrowed the original question of; "what makes a premium brand" down to something I agree with, that being; it is actually the perception of 'quality after sales support' that creates the "premium".
I think the next real question that observation leaves begging is how does one, in the forklift industry, create "the perception of 'quality after sales support' that creates the premium", and that is the spot that {imho} almost -only- dealer principals have the power to control, and they have to be willing to share some of their earlier {premium} profits, and understanding what {premium} the customer expects [which is almost never; maximizing short term profit of the sales department].