I was a Ford man for many years. When I was shopping for a diesel I looked at Ford, got a decent price on a not quite top of the line model. I happened to be driving by a Dodge dealer and stopped in to compare. They beat the ford price by 2 grand and it was the top of the line model with nicer creature comforts inside. Of coure it was also at the time when nobody was sure if Dodge was going to be around for another year. Brand loyalty is nice if you can afford it. And there are a lot of "Bow tie" fans out there. But if they have a decent truck and there is a new model on the horizon, either wait for the fancy new model or wait for the discounts on the old model.
