Ford Expands Customization Offerings to Capitalize on Aftermarket Demand
Brooklyn, Michigan – Ford Motor Company is set to enhance its aftermarket business by introducing a range of new products and services aimed at tapping into the lucrative $53 billion U.S. aftermarket industry. The automaker plans to produce 1,000 limited-edition Ford Bronco models featuring the Desert Rising package, priced at $57,350, as part of its broader strategy to increase customization options for consumers.
According to Matt Simpson, executive director of Ford Customization, the company envisions a model akin to “Nike dropping a sneaker,” where exclusive vehicle editions are launched to generate excitement and engagement among customers. This initiative is part of a significant investment in the aftermarket sector, which Ford identifies as a key growth area.
Ford aims to diversify its aftermarket offerings by expanding products that include exterior detailing, vehicle wraps, and performance parts. The company is also investing in Ford Custom Garage, a platform launched last year that serves as a one-stop shop for vehicle customization.
The first release from the Ford Custom Garage was a sunrise-inspired Bronco SUV, which showcases the company’s commitment to innovative design. While the vehicle’s aesthetic may evoke comparisons to popular culture, such as the Barbie franchise, Ford’s design team insists that the inspiration was purely creative.
The Desert Rising package, part of the new Bronco Horizon Series, elevates the Bronco’s price by $13,695. Other customization packages available through Ford Custom Garage range from several thousand dollars to as much as $27,000 for specialized performance versions of vehicles like the Mustang and F-150 pickup truck.
Simpson emphasized the importance of customization as a growth lever for Ford, stating, “It’s been a good business for us. We think it can be significantly bigger, hence the investment.” This expansion comes at a time when vehicles are becoming increasingly complex, making it more challenging for individual owners or non-certified shops to perform aftermarket modifications.
In recent discussions, CEO Jim Farley faced scrutiny regarding the company’s approach to legislation affecting vehicle modifications. He clarified that while Ford supports customer customization, safety and warranty considerations remain paramount. Farley has highlighted the aftermarket business as a significant opportunity for growth, particularly in software services alongside traditional parts and accessories.
Ford aims to grow its $15 billion high-margin software and physical services revenue, which includes customization, by 8% annually through the end of the decade. Currently, 46% of new vehicle buyers in the U.S. opt for some form of customization, with Bronco buyers leading this trend, followed closely by Mustang and pickup truck owners.
Simpson did not disclose specific growth targets for the customization division but indicated that Ford seeks to increase both the number of customers opting for these packages and the amount they spend on them. He noted, “The more that someone spends on accessories with us, the higher the loyalty is.”
The Specialty Equipment Market Association (SEMA) reports that U.S. consumers spent approximately $52.9 billion on vehicle accessories and modifications in 2025. Ford’s approach to customization includes integrating these enhancements into the vehicle’s warranty, allowing buyers to roll the costs into their monthly payments.
As the automotive landscape evolves, Ford’s proactive strategy in the aftermarket sector positions the company to meet consumer demands while enhancing profitability. The automaker’s focus on customization reflects a broader trend in the industry, where personalization has become a key driver of consumer loyalty and satisfaction.
