Why pay more for Merc?

[zstine]

I'm looking at small outboards (9hp) and keep reading posts like "is 3.5 Mercury Junk?" where it is clear that Tohatsu makes Merc, Nissan, evenrude... But then there are so many people with Merc. Why buy a Merc for more $?

When I compare prices, Tohatsu is always a few hundred cheaper than 'name' brands. So why do all these people pay more for Merc. if they are the same engine? Are they just buying the name or is there a difference I'm not aware of?

[Lake-Effect]

I don't have the answer but here are a few ideas...

Mercury has a pretty strong dealer network (in the US/Canada anyways), and possibly the best training/certification program for boat engine mechanics.

And... the brand has a good history for reliability.

As you point out, Tohatsu now makes the small ones. But I don't myself know whether Tohatsu is building Mercury outboards using Mercury engineering and design, or whether Mercury just said "make us some small outboards".

A big consideration for such a purchase is - for which can you find parts and service in the places you'll be sailing?

(Hey, we have a 1983 Suzuki 5HP that just refuses to quit. It might outlive me)