On the Dash:
- Ford is expanding Custom Garage to capture more of the nearly $53 billion vehicle aftermarket.
- Custom Garage packages carry factory warranty coverage and can be rolled into vehicle financing.
- Ford launches limited-edition Bronco Desert Rising package for $13,695 upcharge.
Ford is putting more money behind its Custom Garage division to capture a bigger piece of the nearly $53 billion vehicle aftermarket, a shift dealers should watch for its effect on parts and accessory margins. Ford outlined the plans in an interview with CNBC at an event at the Michigan International Speedway.
On Monday, the automaker unveiled the first vehicle in a new Bronco Horizon Series, the Desert Rising package, which adds a pink grille, magenta Katzkin leather seats and optional exterior graphics. Ford will build 1,000 units, and the package brings the vehicle’s price to $57,350.
Matt Simpson, Ford Customization’s Executive Director, said the company is modeling its approach on sneaker culture rather than the traditional special-edition playbook.
Launched in November 2024, Ford Custom Garage acts as a factory-backed alternative to third-party modification shops. The division handles everything from a $7,300 Matte Black trim package to an $18,500 Mustang FP800S kit and a nearly $27,000 F-150 performance upgrade. Because these packages are installed post-production by dealerships or certified shops, Ford can roll out fresh options in months rather than waiting for a full vehicle generation cycle.
Notably, the automaker reports that 46% of its new vehicle buyers customize their vehicles in some way, with Bronco buyers leading, followed by Mustang and pickup truck owners.
While all Custom Garage packages carry factory warranty coverage, buyers can roll the modification costs directly into their vehicle financing through Ford Credit. The automaker has also established an 8% annual growth target through the end of the decade for its combined software and physical services revenue, a $15 billion sector that encompasses the customization business.
