Ford is launching a new strategy to sell vehicles, drawing inspiration from the limited-edition drops popularized by sneaker culture. The automaker plans to significantly expand its customization business by offering exclusive, factory-backed vehicle packages and performance upgrades, aiming to capture a larger share of the $53 billion U.S. aftermarket industry.
This approach shifts from simply selling a vehicle to offering buyers the opportunity to personalize their cars before they leave the dealership. These customizations, ranging from performance enhancements and premium interiors to unique wraps and styling packages, can be financed as part of the vehicle's monthly payments. Ford executive director of Ford Customization, Matt Simpson, described the vision as akin to "Nike dropping a sneaker," emphasizing increased investment in offering more customer choice and engagement in the aftersales market.
The initial offering under this new strategy is the Bronco Desert Rising package, a magenta-accented SUV priced at over $57,000. While some observers have likened its color scheme to the Barbie movie, Ford states the design was inspired by the berry hues found in Utah's desert landscapes, such as those near the Great Salt Lake and Coral Pink Sand Dunes. Senior designer Bhavna Mistry explained the team sought to capture the dramatic tones of the desert at sunrise and sunset.
The Desert Rising package adds $13,695 to the price of a Bronco Outer Banks model, bringing the total cost to approximately $57,350. Only 1,000 units of this limited-edition Bronco will be produced as part of the Ford Custom Garage's new Horizon Series. The SUV features a painted magenta grille, white wheels, matching Bronco badging, and optional pink graphics. The interior includes two-tone black and magenta Katzkin leather seats, coordinating trim, and a serialized center-console badge.
Ford's Custom Garage already offers various personalization packages for models like the Mustang and F-150, with performance upgrades for the Mustang costing between $16,000 and $18,000, and an F-150 package priced at nearly $27,000. Simpson noted that customization is a growth area for the company, and significant investment is being made to expand it. According to Ford, 46 percent of its U.S. buyers already customize their vehicles to some extent, with Bronco owners being the most frequent adopters, followed by Mustang and pickup truck buyers.
The company believes that factory-installed accessories, which remain covered under the vehicle's standard warranty, offer an advantage over many third-party aftermarket modifications. Additionally, these Ford Custom Garage packages can be included in a customer's finance or lease agreements. Ford sees this as a mutually beneficial strategy, as increased accessory spending is linked to higher customer loyalty. The automaker is also capitalizing on the growing complexity of modern vehicles, which makes them more challenging for independent shops and owners to modify.
Ford has identified customization, software, and vehicle services as key growth sectors, aiming to increase its high-margin software and services business by approximately eight percent annually through 2030. This focus on personalization also comes after CEO Jim Farley addressed concerns about vehicle repairability, clarifying that customers should avoid working on vehicles under warranty due to the specialized tools required for modern cars. Ford is betting that consumers increasingly seek unique vehicles, and its current lineup, including the Bronco, Mustang, Maverick, and F-Series, is well-suited for this demand.