Getting a new car: Which brand?

What is your touchstone when you want a new car? This question is valid when you have not just a brand in your mind. So what are the steps that leads you to a new one? Do you ask your friends opinion and if they are satisfied by their own car would you choose the same brand ? Or you take a ride to the car's dealers? What about the drive test ? What is important? Is important how the salesman "negotiates with you" or decisive is the price of the car? Do you count about the expenses of parts repair? And what would do choose... a gasoline or diesel one?

As for me I'll choose a gas one because here...the winters are brrrrrrrrrrrrrr and I don't ride it too much during the year...so it will be a wise selection from this perspective and because the consumable parts ( fuel, oil, air, ...) are cheaper with...almost 50 % and because I don't need that diesel engine couple. But...I didn't pick a brand. So decisive will be the producer and the car's class, of course the quality and the price that has to be on the same line. It's important. I think 10 % will be the salesman's skill. There are situation when...it counts 70% (when the buyer hasn't a clue about what she/he is looking for). Then...important is the look...I'm sure I won't choose a Skoda, for an example, because the exterior design doesn't tell me anything...I'll think between Volkswagen, Ford...and perhaps Honda!