Are Engines Losing Their Importance? A Shift in What Drivers Value Today
The automotive world is undergoing a dramatic transformation—not just in terms of technology, but in how consumers perceive cars themselves. Once defined by roaring engines, horsepower figures, and torque specs, today’s vehicles are increasingly valued for entirely different qualities: connectivity, safety features, and user experience.
Ford’s Vice Chair John Lawler recently highlighted this shift at the Bernstein Conference, stating that most consumers no longer care what powers their car. According to Lawler, the engine—once the soul of a vehicle—is no longer a top priority for modern buyers. And while this might sound like sacrilege to die-hard car enthusiasts, the data and trends support his claim.
Today’s average car buyer is far more interested in digital displays, intuitive infotainment systems, and advanced driver-assistance technologies than in engine specs. This shift isn’t just about electric vehicles replacing internal combustion engines (ICE); it’s about a broader change in lifestyle and priorities. In an era defined by environmental regulations and urban living, powertrain specifications simply matter less than they used to.
SUVs dominate the market, and their buyers tend to focus on practicality, interior space, and tech features. Enthusiasts—those who appreciate the raw emotion of a V8 or the thrill of a high-revving inline-four—are becoming a minority in a market driven by convenience and efficiency.
That’s not to say performance is completely dead. Manufacturers like Toyota and Honda still experiment with exciting new models, and Ford continues to produce the iconic Mustang with its V8 engine. But these are becoming the exceptions, not the rule.
The future of driving may no longer revolve around what’s under the hood. Instead, it’s increasingly about how the car fits into a connected, digital, and environmentally conscious lifestyle. Engines might still matter—but to fewer people than ever before.
