The list of 4 reasons people buy trucks does NOT give the biggest reason of all , that of reliability and customer satisfaction . Ford's yearly refinement of their basic design has been a huge factor in its acceptance and retention of its customers . Plus they innovate , I knew Ford was planning the lose about 700 lbs in weight over a year ago , it was no secret on the internet , Ford innovates , does not rest on its laurels . Ram is doing great things , the current model has attracted 60 % in conquest sales , that is huge . What is also remarkable , going back several years ago , their trucks were also rans , but they focussed on yearly refinement and quality and boy did that work , sales are now double digit increases . Plus being innovators , adding a small block diesel is really smart , but will it offer better economy , they are touting 40 mpg ? Will that materialize and be a big sales motivator , we must wait and see , but YES for sales , for sure . North of the 49th , fuel costs in this province are about the lowest but still over 4.00 gallon , so filling up these thirsty trucks can cost you over 160.-180.00 bucks minimum , for one fill up !!! GM is doing very well with its new truck lines but they do not appear to innovate but play the catch up game ,,, and are doing it well . However , I can visualize GM running around trying to tie up supplies of aluminum after Ford has secured probably the best sources/ lowest prices . Catch up can be such a bitch ! Finally , what happens when the innovators , Ford's aluminum light weight pick up hits the marketplace and RAM's new diesel , growing strong reputation and perhaps continued high conquest sales , gains more acceptance ? This is an exciting times for truck buyers as this three way competition will undoubtedly lower prices/ interest rates and freebies for the consumer , whats not to like ??