Dodge/Ford/GMC?

[Sregorb]

OK, OK, First I want to say that I am NOT trying to start a big flame/ego war here. This is a serious question that we all have asked at some time.

A co-worker is in the market for a new truck. He absolutely loves my Dodge truck and is awed by the Cummins. His family on the other hand is die-hard Ford fans. New to the mix is the availability of the Duramax. (isn't competition great!) He asked the million dollar question (well, ok, maybe more like $40k) today and my answer was rather wimpy.
Q: Which is better and why? What data is there to back up the claims.
My A: Depends on what you want the truck to do and compare everything you can get ahold of. Engine specs, owner opinions, boards (like this), etc. and make the most informed decision you can.

I know there are as many opinions as people, but (here goes) what comparison data/items are there between the Dodge and others???
I remember some people talking about the 'light duty' vs 'heavy duty' stickers/plates on the engines. Where are those??? I didn't see them when I did a quick look in engine compartment.
Also, any data that I can give him will help in his research. (alum heads vs ?, reliabilty issues, outpulling, acceleration, NOISE, etc)

I know the Dodge was the right decision for me. How do I explain in whatever terms to another person on the 'outside' (doesn't own a truck-let alone a diesel).

Brian