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How the people can accept a new brand

We produces small HP outboard motors, the brand is Earrow, we now trying to do some marketing, I found most of people can not a new brand. If you want to buy a outboard motor, will you choose a new brand. What you will think about the new Brand outboard motors.
 
ok for a start the name is stupid, earrow = EAR ROW. = too noisey. a row in English can be to row a boat or a loud noise or argument (row like plough).
can also be interpreted as in here row this ( because engine wont start).

just call t a Hero, then it might sell better.

I presume this is a very cheap Asia made engine ?
 
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