There are a couple of interesting trends reported this week - and they are actually both part of the same trend. The first is a report on dwindling brand loyalty in Europe, where buyers are now more conscious of price than ever before. It seems they're motivated by the impact on their hip pocket rather than by prestige or reputation. Meanwhile, another report shows the dramatic rise of the Chinese forklift market, with its manufacturers growing faster than anywhere else. And there's no doubt the proliferation of cheaper Chinese products has made buyers rethink their options. Of course, at the end of the day, the Chinese imports will have to prove their quality and reliability. There's not much point in an attractive sticker price if the product doesn't do its job in the long term.