Even though horsepower, payload capacity, and towing has been the keypoints to battle over for years now fuel mileage is coming to light as the next thing to battle over.
Pickup Trucks Battle Over MPG
“General Motors, whose redesigned Chevrolet Silverado and GMC Sierra are expected to arrive in showrooms next spring, plans a more traditional line of attack. GM wants to “keep that Silverado and Sierra as workhorses,” says GM North America President …” http://editorial.autos.msn.com/blogs/autosblog.aspx?feat=10a232cc-8668-418c-b437-99240f507523