Ford is expanding its accessories and parts business to boost profitability, tapping into the lucrative $53 billion U.S. automotive aftermarket.
The automaker plans to broaden its offerings of aftermarket parts and modification kits, emulating the marketing strategy of Nike's limited-edition sneaker drops by releasing new and special edition models in limited quantities and for limited times to generate buzz.
Ford Custom Garage unveiled its first limited-edition vehicle on Monday: a Ford Bronco SUV inspired by a desert sunrise, priced at $57,350. Ford announced it will produce 1,000 units of the limited-edition Bronco equipped with the "Desert Rising" customization package, with a total vehicle price of $57,350.
Ford is aggressively expanding its accessories and parts business to capitalize on the $53 billion U.S. automotive aftermarket, aiming to drive overall profits. Matt Simpson, executive director of Ford's customization business, said the company is expanding its full range of aftermarket products, including color-change wraps and performance hardware, while also creating exclusive new vehicle launch events that replicate the hype-building logic of Nike's limited sneaker drops.
"Our approach is directly modeled after Nike's limited sneaker drops," Simpson said in an interview at a brand promotion event at Michigan International Speedway. "We're significantly increasing investment in this business line, giving consumers more choices and enhancing user loyalty to our aftermarket modification operations."
For years, automakers have offered special edition and high-performance modified models to boost vehicle prices and profits, but Ford's current initiative is a systematic effort spanning all price points, allowing owners across the spectrum to customize their vehicles as needed. The strategy has two main directions: expanding factory-installed accessory options and ramping up operations of the Ford Custom Garage, a one-stop official customization platform launched last year.
The first limited-edition vehicle from Ford Custom Garage, mimicking the sneaker drop model, was officially released on Monday. This Bronco SUV, inspired by a desert sunrise, has a style that fits the aesthetic of the Barbie movie; however, Ford designers said they did not reference the Mattel Barbie toy when developing the vehicle.
Ford stated that this vehicle belongs to the Bronco Horizon line, with a limited production run of 1,000 units. The full "Desert Rising" customization package costs $13,695, bringing the total vehicle price to $57,350. Other full customization packages from Ford Custom Garage start at several thousand dollars: the Mustang series high-performance modification kit ranges up to $16,000-$18,000, while the exclusive high-performance customization package for the F-150 pickup totals nearly $27,000.
"The modification business is a key growth driver for us," Simpson said. "Its current performance is strong, and there is significant room for future growth, which is why we continue to increase our investment."
As new vehicles' electronic architectures become increasingly complex, it is difficult for average owners and non-Ford authorized repair shops to perform DIY repairs or modifications, which actually benefits Ford's official factory modification business. The Ford Mustang FP800S comes standard with the Custom Garage's $18,500 high-performance package, with a starting price of $46,800.
Last month, Ford CEO Jim Farley faced controversy after former President Donald Trump publicly stated that Ford and its crosstown rival General Motors supported legislation that would raise barriers for owners to repair their own vehicles. Farley later clarified that new vehicles require specialized tools and high skill levels, and he does not recommend that owners attempt DIY repairs during the warranty period. He is optimistic about the growth prospects of the automotive aftermarket, focusing not only on traditional parts and accessories but also on software services.
Ford plans to grow its annual revenue from high-margin software and physical services (currently $15 billion), which includes the modification business, by a steady 8% annually through the end of 2029.
"Ford's current product lineup is the best suited for customization," Simpson said. "The Bronco, Mustang, Maverick, and F-Series pickups represent the most loyal customer base Ford has ever had."
Ford data shows that 46% of new car owners in the U.S. customize their vehicles to some degree. Among them, Bronco owners have the highest modification rate, followed by Mustang and pickup truck owners. Simpson did not disclose specific growth targets for the modification business but stated that Ford aims to increase the proportion of owners selecting customization packages while also raising average spending per person on modifications.
"The more owners spend on factory accessories, the higher their brand loyalty," he said.
Ford has added two new factory customization packages to its Custom Garage lineup: the Bronco Matte Black and the Bronco Dark Trail Matte Black, both available for factory installation. According to the Specialty Equipment Market Association (SEMA), U.S. consumers spent a total of $52.9 billion on automotive modifications and appearance accessories in 2025.
Unlike accessories purchased after a vehicle is bought, all Ford factory customizations are covered by the vehicle's full factory warranty. Consumers can also finance the cost of customization packages into their car loan payments, whether they are buying the vehicle outright, financing it, or leasing it, allowing them to pay for the modifications monthly.
"Even when new car sales face pressure and purchase costs rise, demand for basic protective modification accessories remains stable," Simpson said. "This is also an important profit source for dealers."
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