Kind of a Ford vs. Chevy vs. Dodge question. Ask 5 people and you'll get at least 6 different opinions.
What I've found makes the biggest difference to me, is ease of programming. If you've never owned a ham transceiver before then you are likely going to pick up whatever you choose and stick to it. For me, I started off back in the late 80's/early 90's and my first radio was a Yaesu. While I've owned Icom and Kenwood, I personally prefer the Yaesu. Just my opinion, not saying they are better than another, just want I am most comfortable with.
Look closely at what you need. I'd recommend NOT getting hung up on transmit output power. That makes such little difference, yet they hype it so much. The difference between a 50 watt 2 meter radio and a 75 watt 2 meter radio are going to be hard to notice at the other end.
I prefer simple radios. Much easier to adjust while driving. Also, look for good solid mobile microphones. One of my pet peeves with Yaesu is their flimsy mic's. Most Kenwood's have nice microphones, again, my opinion only.