Personally I think Bowens have managed to position themselves pretty much like Ford: a solid, sensible choice for "corporate" use. Nothing they have is that exciting but it sits there and does the job. As people used to say about IBM "nobody got fired for buying Bowens".
Then you have Elinchrom with a long history of well made, technically advanced products. Recently they have been hitting the cheaper end of the market while still delivering some interesting options such as skyports, deep octas and 0.1 stop adjustments. Maybe this makes them like Honda (really, I don't know that much about cars...).
Lencarta you could possibly compare to Daewoo (um, are they still going?). Nicely made, decent features and a surprisingly low price backed up by good support.
Maybe other people can jump in and compare other lights to cars. Perhaps those notorious eBay lights are the Trabants of the lighting world.
But if you're the default choice you don't need to try very hard or shout very loud.