I started with a singer that I inherited from my mother, then I moved up to a Kenmore....and now I have a Bernina. I guess the thing to do is decide what features are absolutely necessary and then look at the different manufacturers.
I love my Bernina and would recommend any machine that they have, but then I have a good bells and whistles machine and I love my dealer. That is one of the big things...if you don't love your dealer/maintenance person you may be in for a rough ride. Because they will be the person that you go to when you really need assistance for maintenance, and if you are not happy with them it can make the experience a real bummer.
I purchased a Bernina for my mom and she loves it, she wont give it up for the world. At the time, I got the best that I could afford and she still loves it and uses it 6 years later.
Oh, if the manufacturer has a 6 months same as cash deal....go for it.