The Sneaker Strategy Comes to Cars
Ford is growing its accessories and parts division to drive higher earnings and gain a larger share of the $53 billion U.S. aftermarket.
The automaker intends to expand its aftermarket offerings - covering everything from exterior finishes and wraps to performance components - and create exclusive product launches it likens to a "Nike shoe drop," with novel and limited-run models, said Matt Simpson, executive director of Ford Customization.
"Think like a 'Nike dropping a sneaker' is the vision," Simpson said to CNBC at the Michigan International Speedway racetrack. "We're significantly increasing our investment in this group to bring more choice and to engage customers in this aftersales."
The first "vehicle drop" from Ford Custom Garage happened on Monday, revealing a sunrise-themed Ford Bronco SUV. According to the automaker, it will manufacture 1,000 Broncos in the limited Desert Rising edition under the new Bronco Horizon Series. This $13,695 package raises the Bronco's total price to $57,350.
Ford Custom Garage also offers complete packages starting in the thousands, ranging from $16,000 to $18,000 for certain Mustang performance kits and close to $27,000 for a high-performance version of the F-150 pickup.
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"It is a growth lever for us. It's been a good business for us. We think it can be significantly bigger, hence the investment," Simpson said.
These initiatives arrive as modern vehicles become more sophisticated, making it tougher for individual owners or shops not certified by the automaker to perform aftermarket modifications.
CEO Jim Farley has highlighted the aftermarket segment as a key growth area, emphasizing software services alongside conventional parts and accessories. Ford has stated it aims to expand its high-margin $15 billion software and physical services revenue - which incorporates customization - by 8% per year through 2030.
"We've never had a Ford showroom as prime for this as we have today," Simpson said. "Bronco, the Mustang, Maverick, the F-Series, this is the most passionate lineup of vehicles that Ford has ever had."
According to Ford, 46% of its U.S. new-vehicle purchasers modify their cars in some fashion, with Bronco owners at the top, followed by Mustang and pickup truck buyers. Simpson did not reveal precise growth targets for the customization unit, but noted that Ford wants to raise both the proportion of buyers selecting these packages and the amount they spend.
"The more that someone spends on accessories with us, the higher the loyalty is," Simpson said.
This loyalty-driven approach is key to Ford's strategy. By offering factory-backed customization, the automaker not only secures higher margins but also strengthens the customer relationship, making it less likely that owners will turn to independent modifiers. The limited Desert Rising Bronco, for instance, creates a sense of urgency and exclusivity, similar to Nike's sneaker drops.
American consumers invested $52.9 billion in vehicle accessories and upgrades in 2025, per the Specialty Equipment Market Association (SEMA). This aftermarket spending underscores the potential for Ford to capture a larger slice of a market that has historically been dominated by third-party vendors.
In contrast to adding parts after purchase, Ford integrates these customizations into the vehicle's warranty. Customers can also fold the expense of extra parts and packages into their monthly payments when buying or leasing a car, truck, or SUV.
"Even with declining sales and unaffordability squeeze, a lot of these accessories, especially the kind of basic, like I want to protect my vehicle, that's margin for the dealer to add in," Simpson said.
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