Railroads such as Santa Fe,etc, was heading in the future with new technology such as diesel-electrics, new yards, etc, Santa Fe was a modern railroad steam do not fit in the corporate image.
Corporate image had nothing to do with type of motive power purchased and used.
The OP's comment was debunked here:
http://cs.trains.com/ctr/f/3/p/262524/2959932.aspx#2959932
The Santa Fe did not replace steam because of image, but they did use diesels in advertising to enhanse their image.
I tried to sell my two cents worth, but no one would give me a plug nickel for it.
I don't have a leg to stand on.
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