Ford eyes ‘Nike shoe drop’ moments, growing vehicle customization
Ford said it will produce 1,000 units of the limited edition Ford Bronco model with the Desert Rising package, which will be available for $57,350.
Courtesy of Ford
BROOKLYN, Michigan — Ford Motor is expanding its accessories and parts business to boost profits and better leverage the $53 billion U.S. aftermarket industry.
According to Matt Simpson, general manager of Ford Customization, the automaker plans to increase its aftermarket products, from exterior details and vehicle wraps to performance parts and systems, and experience more special moments compared to the “Nike shoe sale” with new and special edition vehicle models.
“‘Think of it like Nike dropping its sneakers, that’s the vision,” Simpson told CNBC during an event at the Michigan International Speedway race track promoting the company’s efforts. “We are significantly increasing our investment in this group to offer more choice and involve our customers in after-sales services.”
Automakers have long used special edition vehicles and souped-up models to boost vehicle prices and profits, but Ford says it’s regularly taking steps to increase customers’ ability to customize vehicles at all price levels.
This includes expanding accessories as well as investing additional resources into Ford Custom Garage, which launched last year as the automaker’s one-stop shop for customizations.
Ford Custom Garage’s first shoe-like “vehicle drop” occurred on Monday. Ford unveils sunrise-inspired Ford Bronco SUV that won’t feature in a new Barbie movie – but the company’s designers say they don’t have that feature Mattel Keep the toy in mind when developing the tool.
The front grille of Ford’s new Bronco Desert Rising package.
Courtesy of Ford
Ford Custom Garage will build 1,000 limited-edition Broncos with the Desert Rising package as part of the new Bronco Horizon Series, the automaker said. The $13,695 package increases the price of the vehicle to $57,350.
Other full packages from Ford Custom Garage start in the thousands of dollars and go up to $16,000 to $18,000 for some Mustang performance packages and nearly $27,000 for a custom performance version of the F-150 pickup truck.
“This is a growth vehicle for us. It’s been a good business for us. We think it could be significantly larger, hence the investment,” Simpson said.
These efforts come as vehicles become increasingly complex and difficult for individual owners or certified non-automaker shops to operate in the aftermarket.
The Ford Mustang FP800S includes an $18,500 performance package that starts at $46,800 from the automaker’s Custom Garage.
Michael Wayland / CNBC
CEO Jim Farley came under fire last month after President Donald Trump said Ford was a crosstown rival. General Engines They supported legislation that would make it harder to prevent owners from working on their own vehicles.
Farley later clarified believes customers should not work on vehicles under warranty because new vehicles require special tools. He touted the automaker’s aftermarket business as a major growth opportunity, including increasing software services in addition to traditional parts and accessories.
Ford said it aims to grow its $15 billion in high-margin software and physical services revenue, which includes its personalization business, by 8% annually by the end of this decade.
“We’ve never had a better Ford showroom for this than we do today,” Simpson said. “Bronco, Mustang, Maverick, F-Series; these are the most ambitious vehicle lineup Ford has ever had.”
Ford reports that 46% of new vehicle buyers in the U.S. have customized their vehicles in some way, with Bronco buyers leading the way, followed by consumers with Mustang pony cars and pickup trucks.
Simpson declined to disclose exact growth targets for the personalization division, but said Ford aims to increase the number of buyers choosing these packages and the money they spend on them.
“The more money someone spends on accessories with us, the higher the loyalty,” Simpson said.
The Ford Bronco Matte Black and Bronco Dark Trail Matte Black packages are available through the automaker’s factory-expanding Custom Garage program.
Michael Wayland / CNBC
Specialty Equipment Market AssociationThe auto aftermarket trade association reported that U.S. consumers will spend $52.9 billion on vehicle accessories and modifications in 2025.
Unlike a customer installing parts or accessories on their vehicle after purchase, Ford is incorporating customizations into a new vehicle’s warranty through its efforts. Buyers also have the option of rolling the cost of additional parts and packages into their monthly vehicle payment for the purchase or lease of a car, truck, or SUV.
“Even with declining sales and unaffordability, a lot of these accessories, especially the basic types of accessories like the ones I want to protect my vehicle with, are the margin the dealer can add,” Simpson said.
