Ford Claims People Don’t Care as Much About Engines Anymore

Ford believes the days when combustion engines defined a vehicle are largely behind us. It’s not just because EVs are gaining traction worldwide at the expense of ICE cars. People don’t care as much as they once did about what powers a car. Vice Chair John Lawler made this point during a Bernstein conference, arguing that customer interest in conventional engines is waning.

“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.”

While you and I might be tempted to disagree with his statement, he’s not wrong. The fact is, most people aren’t car enthusiasts. The reality in 2025 is that most buyers have other priorities when shopping for a new vehicle. Whether it’s design, infotainment, or safety and driver assistance systems, other factors now rank higher in the decision-making process.

The waning interest in ICE can also be attributed to increasingly stringent emissions regulations. These are forcing most automakers to downsize, and with rare exceptions such as Toyota’s three-cylinder GR Yaris or GR Corolla, a small engine typically doesn’t stir much excitement. There used to be a far greater variety of interesting cars back in the 1990s, the era Lawler referenced. Those days are long gone and unlikely to return, especially in Europe, where all new cars sold from 2035 onward must be ICE-free.

The four-cylinder AMG C63 is a prime example of how neutering a combustion engine is turning buyers away. The hybrid setup may make the sports sedan faster and more powerful on paper, but people still long for the old V-8. Ford is hanging on to its eight-cylinder in the Mustang, but the 5.0-liter engine makes the pony car a tough sell in Europe, where taxes on large-displacement, high-emission engines are skyrocketing.

There’s more to it than that. While cars are not dead, SUVs have taken over, and their buyers are more likely to care about other features than what’s under the hood. Enthusiasts have always been a minority, but that niche is shrinking as the years pass. Frankly, there aren’t as many cars to get excited about anymore, and with electrification looming, the worst may be yet to come for ICE-loving fans.

But maybe it’s not all doom and gloom. Sporty hybrids like the new Honda Prelude could keep the combustion engine alive a little longer. Synthetic fuels might gain traction in the coming years, and perhaps Toyota’s hydrogen ICE technology has a future. Am I being overly optimistic? Probably. I do realize the days when enthusiasts were spoiled for choice are gone, but maybe automakers will find a way to keep the flame alive.