The "domestic" auto makers are currently offering huge price discounts. They've also been increasing the duration of warranty coverage. GMC is up to 8 ys. 160,000 km. Toyota is still at 3 yrs. 60,000 km. In the past one would say they are too reliable to need extended warranties but I've read that Toyota has issued a recall for drive shaft problems. Add that to their other problems and it might make a person worried. Consumer report has dropped Toyota from it's "recommended list".
Reading a magazine or "e-zine" test is more like hearing your buddies brag about casual sexual conquests. They have preferences and there may be one or two one might want to bang again but how can you be sure of the quality of a long term relationship?? Brand loyalty like a preference for blondes, brunettes, or redheads - every guy will give you multiple reasons for why their preference is the best.
In my neck of the woods the Toyota dealers don't budge from the MSRP. This past summer there was a "mega" car sale where all the dealers in Prince George took part. A Toyota Tundra Crew Max TRD was around 47,000 dollars. Ford had a F150 Supercrew Harley Davidson Edition marked down almost to the same price . I wandered over to the Dodge end of the lot and I had my pick of 1/2 dozen Diesel crew cab trucks to choose from for that price range. Chev/GM also had better deals. People will say resale is much better on the Toyota's. If you pay 6 - 8,000 more up front one would expect resale to be 6-8,000 higher.
Right now the only thing pushing me away from the Toyota is the price. If reliability is just as crappy as the "domestics" the only thing left is price and personal preference. I prefer the Toyota but I'm not impressed with the price.