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Comparing the contenders has always been a great way to bag a new-car bargain.
So you might be looking at a Holden Commodore but, after watching the Bathurst win last weekend by Paul Morris and Chaz Mostert, decide instead a Ford Falcon is more your style.
Or you could be convinced you need a new Toyota HiLux, until you check the prices for rivals such as the Nissan Navara and Mitsubishi Triton. But there is a new twist in the tale.
It's all about brands stopping rivals gain ground. And stealing their customers. It's called ambush marketing and it's becoming more common.
Earlier this year, on the same day BMW was ripping the covers off its hot rod M3 sedan and M4 coupe, Mercedes-Benz boosted power and cut the price for its belter C63 AMG.
As Ford continues the build-up to its FG X, which goes on sale in early December, Holden has just done a 2015 update on its excellent VF Commodore.
"Ambush marketing is all about stealing someone else's glory," says John Startari, who heads Peugeot and Citroen in Australia. They're challenger brands and he's always looking for a way to lure people from the mainstream. "Remember the Holden blimp? The day it accidentally got blown towards the MCG in a Toyota-sponsored ALF game? Ambush marketing.
"Even Toyota's AFL sponsorship is a way to one-up companies, like Mazda and Renault and Fiat that support individual teams." There are no boundaries in ambush marketing, with Kia doing a job on half-brother Hyundai in a people-mover stoush this week.
As Hyundai previews its updated 2015 seven-seater Santa Fe, Kia has done a value-added package for its rival Sorento. Kia says the "Family Pack" is a $3400 value boost, which is sure to tickle shoppers who put value at the top of their priorities.
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