Do Car Buyers Pay Attention to What's Under the Hood? A Ford Executive Believes They Don't.

      Ford

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      The end of the internal combustion engine is inevitable, but that day is not today. The shift to fully electric vehicles has not progressed as quickly as automakers anticipated at the beginning of this decade. Timelines are being pushed back, and the industry is revisiting plans to restart or revitalize the development and production of internal combustion engines (ICE). For traditional car enthusiasts, this delay is a reason to celebrate, albeit potentially at a price. Would you trade in a range of gasoline engines for the sake of preserving traditional powertrains?

      This question was effectively raised by Ford Vice Chairman John Lawler recently. “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,” Lawler remarked at Bernstein’s strategic decisions conference, as reported by Automotive News. If consumers no longer differentiate between various gasoline engines at such a detailed level, there may be a chance for consolidating engine production. And we know how much corporations appreciate sharing costs in the wake of economic pressures and rising competition.

      What if, in five years, engine manufacturing resembles current electric powertrain production, where batteries and motors are sourced from a limited number of suppliers across the automotive sector? This is the future Lawler envisions, and as Automotive News points out, it seems to be taking shape already. Consider the joint venture between Renault and Geely, coyly named “Horse,” aimed at developing a family of engines to be shared across their vehicles, including those from Volvo.

      An F-150 being assembled at Ford’s facility in Dearborn, Michigan, in April 2024. Bill Pugliano/Getty Images

      For mainstream car buyers now and likely in the future, decisions are based more on performance and handling rather than mere specifications. Robby DeGraff, AutoPacific's manager of product and consumer insights, shared with The Drive:

      “I think much of this sentiment depends on the vehicle segment and type. Buyers of sports and enthusiast vehicles will prioritize these aspects, eagerly comparing specifications and placing greater importance on the overall ‘feel’ of the engine in their performance vehicles, as they seek a more engaging driving experience.”

      Pickup truck consumers are similarly influenced by quantifiable differences in towing and hauling abilities, he noted.

      “However, for the average crossover or sedan buyer, the importance of a vehicle’s engine performance (horsepower, torque, etc.) is not as crucial during the purchase process,” DeGraff stated. “Instead, they are more focused on common desires such as good acceleration when merging onto highways, minimal annoyance from loud engine noises, or, reflecting current car-buying trends, improved fuel efficiency and hybrid options.”

      Twenty years ago, buyers would choose between a four-cylinder or a six-cylinder engine. Today, buyers are asking for ICE, hybrids, or full EVs.

      “I completely agree with Lawler—except for a few unique cases (Ford Voodoo, Hellcat, LT7, high-performance engines from Ferrari, etc.), the majority of mainstream engines are quite similar,” remarked Sam Abuelsamid, vice president of market research at Telemetry.

      “To the average consumer, a Ford, Stellantis, or Volkswagen 2.0-liter turbo engine (the same goes for the 1.5 triples, etc.) won't be a significant factor in their choice,” Abuelsamid added. “Other aspects will influence the decision. I wrote a blog about this a few weeks back, suggesting that most ICE development should be consolidated and that hybrids should become the standard powertrain to minimize the number of different variations that need to be developed and certified.”

      The 2.0-liter turbocharged four-cylinder engine in the 2025 Volkswagen Golf GTI. Andrew Trahan/Volkswagen

      Resorting to ICEs is not a practical long-term solution, contrary to rumors about the return of the Hemi. Numerous viable powertrain technologies are currently available and will continue to coexist in the market for the foreseeable future. “How can a company finance the development of ICEs, EVs, and everything in between for the next decade and beyond?” Abuelsamid questions in his article. Collaboration among automotive corporations is increasingly looking like a viable solution.

      For many enthusiasts, especially those frustrated with Toyota's partnerships with other manufacturers to create sports cars in recent years, this outcome feels somewhat unsatisfying. Would you support the continuation of internal combustion engines if it led to a greater standardization of those engines and their underlying technologies? Is that a fair trade-off to ensure the persistence of ICE technology? You have time to consider that question, but experts predicting the future seem to agree: it’s likely the direction we are heading.

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