I'm pretty sure they've had a Kenwood flying around up there for a while now, long before 2020.
I know they have. Just saying that it's nice marketing to be able to say "We're on the ISS." There's not a lot of places where you can acknowledge and trumpet this publicly. Kenwood's support for AMSAT might only be a hobby by their engineers but they had to customize the firmware for the TM-D710GA they just put up to be flight qualified and running it through testing isn't free. So there has to be some actual corporate support and I can't imagine them putting forth the effort for no reason.
Speaking of the TM-D710, when they introduced it in 2007 Kenwood said the global amateur radio market was about 16 to 17 billion Yen, which at the time would have been about $140 million.
KENWOOD : News Release
If Alinco can remain in the market with a few models then perhaps Kenwood must be alright. Alinco doesn't have the business and manufacturing infrastructure to leverage. Kenwood can run a batch of ham radios periodically on lines paid mostly for by public service and LMR. Not being a core business probably is exactly why it's not been axed. It just needs to break even with minimal product development attention.
If that 2007 press release is true then it's not been a big market comparatively for a long time. What are Motorola's numbers, a few billion in annual revenue? What's the market as a whole, probably around a hundred billions of Dollars? Why shouldn't the ham market then be conceded to Yaesu? Maybe because a hundred million dollars is still a lot of money and when you're faced with ruthless competitors it's costs a lot to cut your piece of the bigger pie. In the current reality Kenwood would not decide to get into the ham market as a new competitor. But
staying in a market has different business requirements.
And it's not about being cheap necessarily. Yaesu sells plenty of FTM-400 radios. The mid grade HF and all mode HF/VHF/UHF radios (thinking FT-991, IC-7300, etc.) seem to sell fine. It's about offering something worth buying. I'd be in line if Kenwood would put DMR into a TM-D710 or TM-V71. But there's plenty of analog FM radios out there so all that's left is price and CCRs are going to win that dive to the bottom every time.
Even Motorola knows that and they had the FCC to step up enforcement when those were starting to make a noticable dent in sales a few years ago. Despite illegality of them, they must have been on the ground otherwise why bother? It's because finding revenue and hopefully profit from every niche is important.