Linde are very popular in Europe, there IC counter balance machines are seen as joint best in the industry.
Changing the brand name from Linde to something else in Europe would be a brave decision as a lot of people don't like change.

Not sure why Linde even want's to expand in the north American market, US is always seen as an odd one out in the forklift world as the US likes to do everything different design & specification wise to the rest of the world.

Forklift's, mobile phones, cars - the US just wants to be the odd one out all the time.