Tamiya takes three of five categories and ties another. Their engineering is simply in a different league β parts fit, mold quality, surface detail, and assembly experience are all best-in-class. If you can afford the premium and the subject exists in their catalog, buy Tamiya. Every time.
But this isn't a shutout. Airfix wins value decisively and their new-tool kits have closed the quality gap significantly. If you're building British subjects or you're budget-conscious, Airfix new-tool kits deliver 85-90% of the Tamiya experience at 60% of the price. Their 1/48 Spitfire Mk.I at $28 is one of the best deals in scale modeling.
Revell doesn't win a category outright, but their catalog depth and entry-level pricing make them essential for beginners and anyone building subjects the other two don't cover. Just check the tool date before you buy.