Having attended nearly a dozen 'offroad expo' type shows in the last decade, I can only say, "Cut through the hype, marketing and BS." Talk to current and past owners, ask for documentation on warranty and repairs, check the Better Business Bureau, visit the factory, open panels, pull the curtains back, talk to employees, ask for insurance company documentation, ask for supplier details, call those suppliers and on and on and on. You will see (relatively) quickly, as I did, that most "popular" companies build crap products, are riding on the 'overland' wave and are all too happy to take tens or even hundreds of thousands of dollars for something that should cost 10-20% of that amount. There are months of reading available on this forum and nearly all of your answers lie within; you just have to go searching here or out in the real world.