I can relate my own personal decision was based on price. I was looking at an "estate" capable tractor to do mowing and light utility work on a small property.
My first visit was to a Kubota dealer just because I knew where he was and had to go find the other guys. The Kubota dealer evaluated my tasks and told me I would be well served by something as small as a
B3200 and still not buying too much as large as an
L3400. I looked at tractors in that size range for comparison. I decided on an
L3700SU after all was said and done.
I was new to tractors so I had no usage preference or familiarity factor to deal with. So no winner from that perspective, all would be new and different.
Mahindra did not "look or feel" as nice as the Kubota or Deere and was actually a little higher than the Kubota when financing was considered. ( I started out to buy used and changed my mind after the zero down zero percent financing was trotted out). Nothing really derogatory, like poor fit or finish....just not on the same level.
I did not find a Kioti dealer in the area to look at.
Deere pricing was about 35% higher than Kubota for a cash deal and did not offer competitive financing in house. The two dealers I went too also did not work as hard to make me comfortable and one even seems a bit upset that I had questions about the tractors and felt the need to ask them.
Price was the biggest factor for me, comfort with the dealer was significant, but I would probably have suffered through a less than enthusiastic dealer to get a better price if I had to. Thankfully I didn't have to!
As far as resell value, one of the things I was shocked to learn is that the 3-5 year old Kubotas were being offered at a nearly the same price as the new Kubotas and were going fast. Since there was no appreciable used discount, that pushed me toward the new purchase even more.
I can't say that I saw the same for Deere, but I also did not see as many used CUT Deere products. Most of the Deere I saw were either lawnmowers or harvest tractors, or very old utility tractors. The few CUTS I saw were similarly priced as the Kubotas with respect to the new tractor pricing. That is to say they cost more then the used Kubotas by around 30-35% and the new Deere were also 35% higher than the new Kubotas. So about the same resale value ratio between the two when I was looking, but a few more Kubotas available.
If not for the prices, I would have been happy either way, assuming I could get financing since I did not have enough cash saved when the tractor need made itself known.