Ford Motor is investing heavily in its vehicle accessories and customization business, offering performance upgrades and limited-edition models designed to emulate the excitement of Nike shoe drops.
The carmaker aims to earn more from the fast-growing US aftermarket industry, where drivers spend billions on upgrades after buying their vehicles.
Unlike aftermarket parts installed later, these upgrades are covered under Ford’s vehicle warranty and can be included in monthly finance or lease payments.
Industry group SEMA estimates Americans spent $52.9 billion on vehicle accessories and modifications in 2025.
Recently, the auto company introduced a pink Bronco SUV packed with standout features and custom touches. Ford will produce only 1,000 units of the special edition. Costing $13,695 extra, it is the first of several limited-edition models the carmaker aims to market like a Nike sneaker drop, according to its head of customization.
Ford also offers performance packages for the Mustang and F-150, with some upgrades priced as high as $27,000.
Building customer loyalty
Ford says about 46% of its US new-vehicle buyers choose to customize their vehicles, with Bronco, Mustang and F-Series owners leading demand.
The company believes personalized vehicles increase customer loyalty and expects its high-margin software and services business, including customization, to grow 8% annually through the end of the decade.