Ford Custom Garage expands Bronco drops to lift customization profit

Ford Custom Garage is becoming a larger part of Ford Motor’s profit strategy as the company expands factory-backed accessories, performance parts and limited-edition vehicles. The push is aimed at the U.S. aftermarket, where consumers spent $52.9 billion on vehicle accessories and modifications in 2025, according to the Specialty Equipment Market Association.

Matt Simpson, executive director of Ford Customization, told CNBC that Ford is increasing investment in the business to give buyers more choices after the initial vehicle sale. He described the company’s ambition as similar to a sneaker release, with limited runs designed to create demand around new or special-edition models.

The first such vehicle release from Ford Custom Garage arrived Monday: a limited-edition Ford Bronco with a Desert Rising package. Ford said it will build 1,000 units of the desert sunrise-inspired SUV. The package costs $13,695 and brings the vehicle’s price to $57,350.

What is Ford Custom Garage?

Ford Custom Garage is the automaker’s factory-backed customization program, launched last year as a single place for buyers to add Ford-approved accessories, styling packages and performance upgrades. Because the additions are handled through Ford’s program, they can be included in the new vehicle warranty and, for buyers or lessees, folded into monthly payments.

That structure gives Ford and its dealers a way to capture spending that might otherwise go to independent aftermarket shops after a vehicle is sold. It also makes customization easier to finance, because the cost of approved parts and packages can be attached to the vehicle purchase or lease rather than paid separately after delivery.

Ford is offering customization across a broad range of price points, from exterior detailing and vehicle wraps to more expensive performance systems. CNBC reported that some Mustang performance packages offered through Ford Custom Garage can cost from $16,000 to $18,000, while a special performance version of the F-150 pickup can approach $27,000.

Simpson called customization a growth lever for Ford and said the company believes the business can become much larger. He declined to provide specific growth targets for the customization division, but said Ford wants more customers to buy packages and spend more when they do.

Ford has said 46% of its new-vehicle buyers in the United States customize their vehicles in some form. Bronco buyers do so at the highest rate, followed by Mustang customers and pickup truck buyers, according to the company.

The effort sits within a broader Ford target to expand $15 billion in high-margin software and physical services revenue by 8% annually through the end of the decade. Ford includes customization in that services category.

The strategy also comes as modern vehicles become harder for owners and non-certified shops to work on because of their software, electronics and specialized tools. Ford Chief Executive Jim Farley drew criticism last month after President Donald Trump said Ford and General Motors supported legislation tied to vehicle repair access. Farley later said he did not think customers should work on vehicles while they are under warranty because newer models require specialized equipment.

Simpson told CNBC that accessories can still be attractive for dealers even when vehicle sales are under pressure and affordability is strained, particularly basic products aimed at protecting a vehicle. He also said Ford sees a link between accessory spending and customer loyalty.

This story draws on original reporting from CNBC.