Ford Motor is expanding its Ford vehicle customization business through Ford Custom Garage, aiming to boost profits by tapping deeper into the $53 billion U.S. automotive aftermarket industry, according to CNBC. The Michigan-based automaker unveiled its first special-edition “vehicle drop” on Monday at an event held at the Michigan International Speedway in Brooklyn, Michigan.
Matt Simpson, Ford Customization’s executive director, told CNBC that the company envisions special vehicle releases functioning much like exclusive sneaker drops, a comparison he described as similar to “Nike dropping a sneaker.” Simpson said Ford is significantly increasing investment in the group to expand choice and engage customers in aftersales.
The plan includes broadening Ford’s range of aftermarket products, from exterior detailing and vehicle wraps to performance parts and systems, alongside more frequent special-edition vehicle releases. According to CNBC, the effort also involves additional investment in Ford Custom Garage, a one-stop customization shop the automaker launched last year.
Monday’s debut featured a desert sunrise-inspired Ford Bronco SUV, part of a new Bronco Horizon Series offered through Ford Custom Garage. The automaker said it will produce 1,000 units of the limited-edition Bronco with the Desert Rising package, which carries a price of $13,695 and brings the total vehicle price to $57,350, CNBC reported.
Other customization packages available through Ford Custom Garage start at several thousand dollars, with some Mustang performance packages reaching $16,000 to $18,000, and a special performance version of the F-150 pickup priced at nearly $27,000, according to CNBC. Simpson described the customization division as “a growth lever” for the company, saying it has already proven to be a strong business with room for significant expansion.
The push comes as vehicles have grown more complex, making it increasingly difficult for individual owners or non-certified repair shops to service them in the aftermarket, CNBC reported. Ford CEO Jim Farley has separately promoted the automaker’s aftermarket business as a key growth opportunity, while noting that customers should avoid working on vehicles still under warranty due to the specialty tools newer models require.
Ford is targeting 8% annual growth through the end of the decade for its $15 billion high-margin software and physical services revenue, which includes its customization business, according to CNBC. Simpson said Ford’s current vehicle lineup, including the Bronco, Mustang, Maverick and F-Series, is the most well-positioned it has ever been for such customization efforts.
The company reports that 46% of its new vehicle buyers in the U.S. customize their vehicles in some way, with Bronco buyers most likely to do so, followed by Mustang and pickup truck owners, CNBC reported. The Specialty Equipment Market Association, an auto aftermarket trade group, reported that U.S. consumers spent $52.9 billion on vehicle accessories and modifications in 2025.
Ford’s strategy reflects a broader shift in how major consumer brands are using limited-edition releases and digital engagement to build customer interest and loyalty. Similar approaches can be seen in other industries, where brands use exclusive launches and online sales initiatives to create a stronger connection with consumers. For example, Nike has continued to expand its digital presence and online sales strategy in China, highlighting the growing importance of direct-to-consumer engagement. Ford’s limited-edition vehicle drops follow a comparable principle by creating exclusivity around customized models while giving buyers more options to personalize their vehicles through the company’s expanding aftermarket and customization business.
Unlike traditional aftermarket purchases made after a vehicle sale, Ford is folding its customizations into new vehicles’ factory warranties, and buyers can roll the cost of additional packages into their monthly loan or lease payments, according to CNBC. Ford’s customization strategy is also designed to strengthen customer loyalty, Simpson said, noting that spending on accessories tends to correlate with higher retention. Real-time stock data for Ford is available via CNBC’s Ford stock quote page. For comparison, other consumer brands have pursued similar strategies to boost engagement through limited releases, including Nike’s own push into online sales growth in China.
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