"Just Like a Nike Sneaker Drop": Ford Has Figured Out How to Boost Profits Through Customization

To boost profits, automaker Ford Motor is expanding its accessories and parts business, aiming to strengthen its position in the $53 billion aftermarket, according to CNBC. The company also plans to hold more exclusive events featuring the launch of new and special editions of its car models—Matt Simpson, executive director of Ford Customization, compared these events to “a Nike sneaker drop” (the market launch—OnInvest).

Ford shares rose 2.5% during trading on July 27, but then lost momentum and were up 0.7% at the time of publication. They are up 10% year-to-date.

The automaker plans to expand its lineup of aftermarket products. Among other things, the changes will include manufacturer-branded custom exterior finishes, vinyl wraps, and other accessories: “The concept of ‘a Nike sneaker drop’ (a strategy for creating hype and exclusivity around limited-edition releases—OnInvest) is at the heart of our work,” Simpson said in an interview with CNBC during an event at the Michigan International Speedway. The company announced that it will significantly increase investment in its aftermarket division to offer more choices and attract customers in this market.

This isn't the first time Ford has stated that it is systematically working to enable customers to customize the company's vehicles across all price ranges. This includes expanding the range of accessories, as well as investing additional resources in the Ford Custom Garage division, which was launched last year as the automaker’s one-stop customization center.

On Monday, Ford Custom Garage unveiled its first “car debut” in the “Nike-style strategy,” according to CNBC: the automaker’s division showcased a customized Ford Bronco SUV in shades of pink and gray. Along with the SUV itself, Ford Custom Garage offered customers the “Desert Rising” custom design package, which allows them to choose the color and design of the side panels, the body, and the grille, as well as—if desired—replace the standard black seat upholstery with a bright berry-colored option, Forbes reports. In total, the automaker will produce 1,000 Bronco SUVs from this limited edition series featuring the Desert Rising package. The custom design package will cost $13,695, notes Forbes. This package will increase the vehicle’s total price to $57,350, CNBC points out.

Other full-featured design packages from Ford Custom Garage start at several thousand dollars and can go as high as $16,000–$18,000 for some high-performance Mustang models and nearly $27,000 for a special edition of the F-150 pickup, according to CNBC.

“This is a growth driver for us; it’s a successful business,” Simpson remarked in an interview with the TV channel. “We believe it has the potential to grow significantly larger, which is why we’re investing in it,” he added.

According to Ford, 46% of new-car buyers in the U.S. customize their vehicles in one way or another: Bronco owners lead the way, followed by buyers of Mustang sports cars and pickup trucks. Simpson declined to disclose specific growth targets for the customization division, but stated that Ford intends to increase both the number of customers choosing such packages and the amounts they spend on them.

Of the 23 analysts covering Ford stock, the majority—15 out of 23—advise holding the stock in a portfolio. Six recommend buying it, and only two recommend selling it. The analysts’ average price target for the company’s stock implies a 4% increase from the most recent closing price.

Ford CEO Jim Farley came under criticism in June after U.S. President Donald Trump stated that Ford and its competitor General Motors had approached him with a proposal that would make it more difficult for car owners to repair their vehicles themselves, according to CNBC. Farley later clarified that, in his opinion, customers should not repair cars under warranty on their own, as new cars require the use of specialized tools.

According to The Specialty Equipment Market Association (SEMA), American consumers spent $52.9 billion on automotive accessories and modifications in 2025.

This article was AI-translated and verified by a human editor