Prime Highlights :
- Ford is expanding its customization business with new accessories, performance parts, and limited-edition vehicle packages.
- The company aims to grow its share of the nearly $53 billion U.S. vehicle aftermarket while increasing customer loyalty.
Key Facts :
- Ford recently launched its first limited-edition Ford Custom Garage “vehicle drop,” featuring 1,000 Bronco SUVs with the Desert Rising package.
- About 46% of Ford’s new U.S. vehicle buyers customize their vehicles, with Bronco, Mustang, and F-Series owners leading demand.
Background :
Ford Motor Co. is looking to expand its accessories and customizing car business to increase its profit and get some share of the U.S. aftermarket industry, which is worth almost $53 billion in 2025.
The strategy is to increase investment in the Ford Custom Garage business to provide more options of accessories, performance parts and custom edition cars to its customers.
Ford recently unveiled its first limited-edition “vehicle drop” through the Ford Custom Garage. The launch features 1,000 Ford Bronco SUVs with the Desert Rising package under the new Bronco Horizon Series. The package adds $13,695 to the vehicle’s price, bringing the total to $57,350. Other customization packages range from several thousand dollars to nearly $27,000 for select performance models.
Ford said customization has become an important growth area as modern vehicles become more advanced and require specialised tools and certified service providers. The company is also expanding software-based services alongside traditional parts and accessories.
According to Ford, 46% of its new vehicle buyers in the United States choose to customize their vehicles, with Bronco, Mustang, and F-Series customers showing the strongest demand. The automaker believes customers who purchase accessories are more likely to remain loyal to the brand.
Unlike many aftermarket products, Ford’s factory-backed customization packages are covered under the vehicle warranty. Buyers can also finance accessories and upgrades by including them in the vehicle purchase or lease payments.
