Echo has a focus on reliability and durability along with evolution of design (rather than revolution), which is a common Japanese philosophy.
None of their saws off the showroom floor will wow experts in terms of speed and power, but that's OK, they have good torque and cut fast enough that most folks won't notice.
I tend to recommend their products to budget sensitive people who just need things to work reliably. They're kinda the Toyota of the chainsaw world to some extent (minus the big sales volume).
In my opinion, their entry level saws are superior to Stihl/Husky entry-level saws. The pro line saws (I think identified by the "X series" term) offer good value and torque, but some of them haven't been updated in a while and the usability features and tech haven't kept up with Stihl/Husky.
It seems they're very focused on electric saw development these days and are slowly backing away from gas in North America. They're also comfortable focusing more on arborists and homeowners than the big saw crowd. I sense the 7310 will be one of their last big pro saw releases and they probably won't pursue anything over the 70cc class for the US market moving forward.