A Chevrolet S10 compact, for example, starts at $14,327, while a Ford Ranger can be purchased for as little as $12,725. But there are 28 Ranger models in keeping with Ford's new pricing strategy; there are just seven S10 choices.
Moving up to full-sized pickups, the advantage shifts.
The Chevy Silverado 1500 regular cab starts at $18,238 compared with $18,795 for the Ford regular cab F-150. Chevrolet has the edge despite its $350 price hike.
All prices in this story include the destination charge.
On sport-utilities, the pendulum swings back to Ford. An Explorer four-door with two-wheel drive is $24,800; a Chevrolet TrailBlazer is $25,905.
Both Ford and GM are offering various sales incentives on trucks and sport-utilities, including 0 percent financing through Oct. 31.