In the late 1970s, there must have been two dozen makes of compact tractor all trying for the US market. Some - like Case, IH, Deere, and Ford - were overseas versions of existing small acreage farm tractors - many from Japan - that were re-branded and then sold through traditional tractor dealerships to the US market. I heard a lot about these "tractor wars" because I was interested in imported machinery business at that time, and had a very good friend who was wild to get out of farming and into owning a tractor dealership. He compared all the makes, and even traveled to Japan to tour the factories.
Only a few companies - like Yanmar and Kubota - attempted to set up real tractor dealerships in the USA...and only in certain areas. Denver - being where my friend wanted to move his family - was one of those areas. So his choice came down to either Kubota or Yanmar dealerships. He looked into both, and he chose Yanmar. At that time, Kubota made a decent average tractor of medium quality and low price. Kubota tractors were becoming known and were particularly popular at rental yards. Kubota liked to sell to rental yards because of the free advertising they felt they got that way.
By contrast, Yanmar represented the high end of the compact market. Their machines were more sophisticated and technically advanced (and expensive). Yanmars had features that nobody else even bothered to try to match. Yanmar's powershift (1976), bevel gear drive front axles (patented), and the famous Yanmar diesel engine quality - a legacy of having for decades made most of the worlds big ship engines - meant that the Yanmar company made quality machinery. And Dan thought that quality that would win out over price in the end.
There was a reason for quality at Yanmar; they could afford the manufacturing cost. Tractors didn't have to show an immediate profit. Agricultural machinery was a sideline at Yanmar where small farming just happened to be a passion of the family that owned the company. Yanmar's main business was in marine diesels where they were already the world leader; most of the world's large and small ship engines were profitably Yanmars-built. So the company could afford to speculate in the ag machine business. Yanmar had the advantage of being a wealthy company who could afford the R&D expense required to make their tractors unique.
In an interesting sidenote, Yanmar's CEO at the time was a fisherman. So it is not surprising that in the 1970s and 80s Yanmar also had a division that concentrated on manufacturing a fantastic line of deep sea fishing gadgets. They made everything from hand lines and bobbers up to and including complete fishing yachts with speedy motors, automatic downriggers, and which featured Yanmar mechanicals & electrics .... even including Yanmar radar. The 70s and 80s were a crazy, over-the-top kind of era.... music was king, the space age was the future, world peace was attainable, and manufacturing was huge.
enjoy,
rScotty