Ford Motor is expanding its vehicle customization and aftermarket parts business to boost profits and capture a larger share of the $53 billion U.S. aftermarket industry, according to Matt Simpson, Ford Customization's executive director. The automaker unveiled a limited-edition Ford Bronco Desert Rising package on Monday, with production capped at 1,000 units priced at $57,350. Ford is increasing investment in aftermarket products—ranging from exterior detailing to performance parts—and creating exclusive vehicle releases compared to Nike shoe drops, Simpson told CNBC during an event at Michigan International Speedway. The expansion builds on Ford Custom Garage, a one-stop customization shop launched last year, as the company targets growing its $15 billion high-margin software and physical services revenue by 8% annually through the end of this decade. The Specialty Equipment Market Association reports U.S. consumers spent $52.9 billion on vehicle accessories and modifications in 2025.
Ford Unveils 1,000-Unit Bronco Desert Rising Package
Ford announced it will produce 1,000 limited-edition Bronco SUVs with the Desert Rising package as part of Ford Custom Garage's new Bronco Horizon Series. The $13,695 package increases the vehicle's total price to $57,350. The sunrise-inspired design marks Ford Custom Garage's first vehicle drop, unveiled on Monday.
"Think like a 'Nike dropping a sneaker' is the vision," Simpson told CNBC. "We're significantly increasing our investment in this group to bring more choice and to engage customers in this aftersales."
Custom Garage Packages Range From Thousands to $27,000
Ford Custom Garage offers full customization packages starting at thousands of dollars. Mustang performance packages range from $16,000 to $18,000, with the Mustang FP800S including an $18,500 performance package starting at $46,800. A special performance version of the F-150 pickup truck carries a package price of nearly $27,000.
Unlike aftermarket modifications purchased separately, Ford includes customizations through Custom Garage in new vehicle warranties. Buyers can roll the cost of additional parts and packages into monthly vehicle payments for purchases or leases.
Ford Targets 8% Annual Growth in Services Revenue
Ford reports 46% of its new vehicle buyers in the U.S. customize their vehicles in some way, with Bronco buyers leading, followed by Mustang and pickup truck consumers. The automaker has set a target to grow its $15 billion high-margin software and physical services revenue—which includes its customization business—by 8% annually through the end of this decade.
"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. "The more that someone spends on accessories with us, the higher the loyalty is."
Simpson declined to disclose exact growth targets for the customization division but said Ford aims to increase both the number of buyers opting into packages and their spending amounts.
U.S. Aftermarket Industry Valued at $52.9 Billion in 2025
The Specialty Equipment Market Association, an auto aftermarket trade association, reports U.S. consumers spent $52.9 billion on vehicle accessories and modifications in 2025. Ford's expansion comes as vehicles have grown increasingly complex and harder for individual owners or non-automaker certified stores to work on in the aftermarket.
CEO Jim Farley came under fire last month after President Donald Trump said Ford and General Motors were supporting legislation to make it harder to keep owners from working on their own vehicles. Farley later clarified that he thinks customers shouldn't work on cars under warranty since new vehicles require specialty tools. He has touted the automaker's aftermarket business as a major growth opportunity, including by boosting software services in addition to traditional parts and accessories.
"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."
FAQ
What did Ford announce on Monday regarding vehicle customization?
Ford unveiled a limited-edition Bronco Desert Rising package on Monday, with production capped at 1,000 units priced at $57,350. The $13,695 package is part of Ford Custom Garage's new Bronco Horizon Series and marks the program's first exclusive vehicle drop.
How much does Ford charge for Custom Garage packages?
Ford Custom Garage packages start at thousands of dollars and range up to $16,000 to $18,000 for Mustang performance packages and nearly $27,000 for a special performance version of the F-150 pickup truck. The Mustang FP800S includes an $18,500 performance package starting at $46,800.
What percentage of Ford buyers customize their vehicles?
Ford reports 46% of its new vehicle buyers in the U.S. customize their vehicles in some way, with Bronco buyers leading, followed by consumers with Mustang pony cars and pickup trucks.
