I want to buy a gamepad for sim racing ( Assetto Corsa Competizione, DiRT Rally, Beam NG ) There are Steam Controller ( I like the gyro feature ) DualShock 4 ( Most familiar ) Xbox One ( Never touch an Xbox before but It seems compatible in many games )
Xbox gamepad is usually the most widely supported on PC. DS4 needs you to use the Steam 'DS4' support to work IIRC (so non-Steam games could have issues with that) Steam Controller is not as comfortable to use IMHO.
I use a Logitech F310 gamepad. It looks and operates just like a Playstation controller, and also has a switch on the bottom for x-input/d-input support - it can be used as an xbox controller clone for compatibility. It works with the logitech profiler, which is useful for setting up key strokes and multiple button configs for flying air planes etc, which don't always use the same control scheme. I mostly use a wheel for driving, which is also a Logitech and the main reason why I have this game pad, so I only need one driver package/ software installed.
Probably Xbox controller from the those listed. I have Logitech Cordless Rumble Pad 2, which I use a lot because it is so easy to grab and use, but being wireless it shuts off quite soon which leads to situations at times. I like placement of thumb sticks in this one as when I fly DH Gnat both thumbs and hands are like mirror of each other, which is easy for me, Xbox controller has different placement of analog sticks, it might even be better, but I don't have experience of that. Assetto Corsa (not competizione) is bit annoying with game pad, some cars are such that they only work well with steering wheel with FFB, rear engine cars and braking, which is somewhat tricky to do right, gamepad lacks finesse of control for those. In BeamNG things are bit easier, limit steering by the speed helps a lot with gamepad, one can set lower steering lock using that and gamepad is then much more enjoyable. Steering wheel I attach only when doing bit more driving, most of days I don't drive more than 5 minutes on one go, mostly editing files etc. For that gamepad is much better, but steering wheel allows much more control and for example I prefer completely different kind of cars with steering wheel than with a gamepad. Both are really worth it though.
He can always download DS4Windows (it's a trusted program) which gives you A LOT of control for the Dualshock 4, so he won't be tied to Steam-only games