Do Car Buyers Still Care About Engines? Ford’s VP Says ‘A Lot of That Is Gone’

For decades, the engine was the undisputed heart and soul of a car. Horsepower, displacement, and torque weren’t just specs; they were the core identity of a vehicle and a key battleground for automakers. But according to one of Ford’s top executives, that era is decisively over.

Ford’s Vice Chair, John Lawler, made a bold statement at a recent Bernstein conference, suggesting that for the majority of today’s consumers, the engine is no longer a primary consideration. Is this the new reality of the auto industry?

A Fundamental Shift in Consumer Priorities

Lawler’s argument is that the way people evaluate cars has fundamentally changed over the last 30 years. His direct words capture this shift perfectly:

“I don’t think that consumers really think about powertrains the way they did 30 years ago. Where [combustion engines] defined what a vehicle was; the horsepower, the displacement, the torque, and everything about the vehicle; I think a lot of that is gone.”

This isn’t just about the rise of electric vehicles. It’s a broader trend indicating that even for buyers of traditional gasoline-powered cars, the focus has moved away from what’s under the hood.

If Not the Engine, Then What Do Buyers Care About?

So, if the engine is no longer on the throne, what has replaced it? According to the analysis, today’s car buyers place a higher value on features that define their daily experience with the vehicle. The new priorities appear to be:

• Vehicle Design: The exterior aesthetics and interior ambiance.
• Infotainment Systems: The size, speed, and connectivity of the central screen.
• Safety and Driver-Assistance Systems: Advanced safety features and the convenience of ADAS technology.

For the average consumer, how the car looks, feels, and interacts with them electronically has become more important than its mechanical prowess.

A Note for the Enthusiasts

Of course, for car enthusiasts, this statement might seem almost heretical. The roar of a V8 or the precision of a finely-tuned four-cylinder engine is still a powerful draw. The article acknowledges this, making it clear that Lawler’s comments are directed at the mass market—the majority of buyers who view a car as a tool or an appliance rather than a passion project.

Ford’s assessment is a telling sign of a paradigm shift. The value proposition of a modern vehicle seems to have moved from the engine bay into the cabin. It suggests that automakers who continue to invest heavily in engine development as a primary differentiator may be fighting a battle that has already been lost in the minds of most consumers.

What do you think? When you’re looking for a new car, what matters most to you?