Ford announced that it will produce 1,000 limited edition Ford Broncos with the Desert Rising package, priced at $57,350.
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Brooklyn, Michigan — ford motor is expanding its accessories and parts business to increase profits and better tap into the $53 billion U.S. aftermarket industry.
Matt Simpson, executive director of Ford Customization, said the automaker plans to add more aftermarket products, from exterior details and vehicle wraps to performance parts and systems, and create more special moments, such as new and special edition vehicle models, likened to a “Nike shoe drop.”
“The vision is to think like ‘Nike dropped the sneaker,'” Simpson told CNBC at an event promoting the company’s efforts at the Michigan International Speedway racetrack here. “We are significantly increasing our investment in this group to offer more choices and involve our customers in this aftersales.”
Automakers have long used special editions and improved models to boost vehicle prices and profits, but Ford said it is taking deliberate steps to allow customers to customize their vehicles at every price point.
This includes expanding accessories as well as investing additional resources in Ford Custom Garage, which was launched last year as a one-stop shop for customization for automakers.
The first shoe-like “vehicle drop” occurred at the Ford Custom Garage on Monday. The company has unveiled a sunrise-inspired Ford Bronco SUV that would look right at home in a new Barbie movie. However, the company’s designers say there was no such design. mattel Keep toys in mind when developing your vehicle.
Ford’s new Bronco Desert Rising Package front grill.
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The automaker announced it will produce 1,000 limited edition Broncos with the Desert Rising package as part of Ford Custom Garage’s new Bronco Horizon series. The $13,695 package increases the vehicle price to $57,350.
Other full packages through Ford Custom Garage start in the thousands of dollars, and can go up to $16,000 to $18,000 for some performance packages on the Mustang and nearly $27,000 on special performance versions of the F-150 pickup truck.
“This is a growth vehicle for us. It’s been a good business for us. We think this business has the potential to grow significantly and we invested in it to do so,” Simpson said.
The initiative comes as cars become increasingly complex, making it difficult for private owners and authorized dealers other than the automaker to engage in the aftermarket.
The Ford Mustang FP800S includes an $18,500 Performance Package from the automaker’s Custom Garage and starts at $46,800.
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CEO Jim Farley came under fire last month for calling President Donald Trump a crosstown rival with Ford Motor Company. general motors He supported a bill that would make it harder to prevent owners from working on their cars.
Farley later clarified that he believes customers should not work on cars that are under warranty because new cars require special tools. He has touted the automaker’s aftermarket business as a major growth opportunity, including enhanced software services in addition to traditional parts and accessories.
Ford said it aims to increase revenue from its highly profitable $15 billion software and physical services business, which includes its customization business, by 8% annually through the end of this decade.
“There has never been a better Ford showroom for this area than there is today,” Simpson said. “The Bronco, the Mustang, the Maverick, the F-Series – this is the most passionate vehicle lineup Ford has ever owned.”
Ford reports that 46% of new car buyers in the U.S. customize their vehicles in some way, with Bronco buyers leading the way, followed by Mustang pony cars and pickup truck owners.
Simpson declined to disclose exact growth targets for the customization division, but said Ford aims to increase the number of buyers choosing these packages and the amount of money they spend on them.
“The more someone spends on accessories with us, the more loyalty they get,” Simpson said.
The Ford Bronco Matte Black and Bronco Dark Trail Matte Black packages are offered from the factory through the automaker’s expanding Custom Garage program.
Michael Weiland/CNBC
The Specialty Equipment Market Association, an automotive aftermarket trade group, reports that U.S. consumers spent $52.9 billion on vehicle accessories and modifications in 2025.
Unlike when customers install parts and accessories on their cars after purchase, Ford includes that effort in its new-vehicle warranty. Buyers also have the option to roll the cost of additional parts and packages into their monthly vehicle payment for the purchase or lease of a car, truck or SUV.
“Even if sales are down and prices are tight, many of these accessories, especially basic accessories like those you want to protect your car, dealers can still afford to add,” Simpson said.
