No V8, No Deal: 40% of Pickup Buyers Are Unwilling to Consider a Brand Lacking One, According to Stellantis CEO

      Joel Feder

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      We now understand why Ram was prioritized over Dodge for the return of the Hemi V8 engine.

      During a presentation of Stellantis’ turnaround plan on Thursday in Detroit, Michigan, CEO Antonio Filosa explained to The Drive, “40% of pickup buyers won’t consider a specific pickup brand if that brand doesn’t have a V8.” There was a time when Ram no longer offered the V8 engine option, providing only six-cylinder engines.

      “In the U.S., we are significantly reshaping our powertrain strategy under what we call Freedom of Choice. Once the emissions regulations set by the administration were lifted, we recognized that our customers desired a variety of options, including a highly powerful internal combustion engine. That’s why, in under a year, we successfully brought back the iconic Hemi V8 for our pickup trucks,” Filosa stated.

      He went on to say, “The reason we chose to focus on pickup trucks first is that we found that 40% of pickup buyers won’t consider a certain brand if it doesn’t offer a V8. Even if they opt for a different engine, they still want that brand to provide a V8.”

      Filosa swiftly clarified, “This does not mean we are abandoning our EV strategy in the U.S.,” and highlighted that the Jeep Recon EV will be launched first this year, ahead of a gas-powered version coming in 12 to 18 months.

      The CEO, tasked with guiding the automotive giant’s turnaround, pointed out that if electrification and EVs gain significant momentum “for any reason in the U.S. or North America,” the company can leverage its more mature electrification initiatives in Europe. He mentioned that the global automaker can quickly ramp up its EV offerings in the North American market by utilizing its European divisions.

      Filosa did not provide data to support the assertion that 40% of pickup buyers will overlook a brand lacking a V8 engine, but statistics indicate that the V8 is no longer the predominant engine choice for American trucks. This aligns with his observation that the availability of a V8 is important “even if they choose another engine.” Approximately only 25% of Ford F-150s sold are equipped with a V8 engine, despite it being the top-selling pickup in America by a large margin.

      While the Ram 1500 has reinstated its Hemi V8, it may not necessarily lead to better performance. The Hurricane turbocharged inline-six engine is actually more efficient while providing greater power. Filosa’s comments might explain why GM is developing a new small-block V8 for its pickups, set to debut in 2027, as the competitor maintains its commitment to V8 engines.

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