The company believes people are losing interest in traditional engines
Ford believes the era when combustion engines defined a vehicle is mostly over. It’s not just about the rise of EVs—according to Vice Chair John Lawler, most people simply don’t care anymore about what powers their cars. Speaking at a Bernstein conference, Lawler remarked:
“I don’t think consumers think about powertrains like they did 30 years ago. Back then, engines defined a vehicle—its horsepower, displacement, torque. I think a lot of that is gone.”
And honestly, he has a point. While car enthusiasts may bristle at that idea, the average buyer in 2025 is more focused on design, tech, safety features, and connectivity than on engine specs. Performance still matters—but it’s not the selling point it once was.
The shift isn’t just cultural—it’s regulatory. Emissions laws are forcing automakers to shrink engines, and small, uninspiring powertrains are becoming the norm. Exceptions like Toyota’s three-cylinder GR Yaris and GR Corolla are rare. Back in the ’90s—Lawler’s reference point—there was a wider variety of exciting combustion-powered cars. That diversity has mostly disappeared, especially in Europe, where all new cars sold after 2035 must be ICE-free.
Take the latest AMG C63: despite being faster and more powerful thanks to its hybrid setup, the switch from V8 to four-cylinder has alienated longtime fans. Even Ford’s Mustang, still proudly offering a 5.0-liter V8, struggles in markets like Europe due to steep emissions-related taxes.
It’s also a matter of changing buyer demographics. SUVs dominate today’s market, and those buyers are generally more interested in comfort, tech, and practicality than engine layout or displacement. Enthusiasts have always been a minority, but that group is getting smaller—and options for them are drying up fast. Electrification only accelerates this trend.
Still, all hope isn’t lost. Sporty hybrids like the upcoming Honda Prelude offer a glimmer of excitement. There’s potential in synthetic fuels and even hydrogen-powered combustion engines, like those Toyota is developing. Maybe that’s wishful thinking—but it’s not impossible. The golden age of enthusiast cars might be behind us, but with the right innovation, the fire doesn’t have to go out entirely.
