Ford is expanding its customization and aftermarket business to increase profits by offering exclusive vehicle packages and accessory options.
The company unveiled its first "vehicle drop" for the Ford Custom Garage on Monday, introducing the Ford Bronco Desert Rising, a limited-edition SUV priced at $57,350.
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The Desert Rising package adds $13,695 to the base price and is limited to 1,000 units.
Matt Simpson, executive director of Ford Customization, said the approach is inspired by "Nike dropping a sneaker," aiming to create exclusive moments and engage customers.
Performance Packages and Revenue Growth
Ford plans to grow its aftermarket offerings across all price points, from exterior detailing to performance parts.
Packages range up to $16,000 to $18,000 for Mustang upgrades and nearly $27,000 for an enhanced F-150 model.
Simpson noted that customization is a "growth lever" and that the business can be "significantly bigger."
CEO Jim Farley emphasized the value of factory-backed services, as modern vehicles require specialized tools and warranty considerations.
Ford targets expanding its $15 billion software and physical services revenue by 8% annually through this decade.
Simpson revealed that 46% of new Ford buyers in the U. S.
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customize their vehicles, with Bronco owners leading, followed by Mustang and pickup truck customers.
"The more that someone spends on accessories with us, the higher the loyalty is," he said.
New offerings include the Ford Maverick SV300T performance package, which boosts output to 300 horsepower with a larger turbocharger, improved suspension, and 20-inch wheels.
Priced at $5,000 (excluding installation and tires), it will be available this fall.
The Mustang FP800S package increases the Mustang GT’s power to 800 horsepower using a Whipple supercharger. The F-150 FP700 package delivers 700 horsepower and 590 lb-ft of torque.
All factory-backed upgrades carry a three-year, 36,000-mile warranty and can be financed through Ford Credit.
According to the Specialty Equipment Market Association, U. S.
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consumers spent $52.9 billion on vehicle accessories and modifications in 2025, highlighting the market potential Ford aims to capture.
