Ford Custom Garage Bronco drop kicks off a bigger customization push

Ford Custom Garage Bronco packages are becoming a bigger part of Ford Motor’s profit plan as the automaker tries to capture more spending on accessories, parts and custom builds. For everyday investors, the point is straightforward: Ford is looking beyond the initial vehicle sale for higher-margin revenue after customers choose a model.

The company is expanding its accessory and parts business to reach more of the U.S. aftermarket, which the Specialty Equipment Market Association said totaled $52.9 billion in consumer spending on vehicle accessories and modifications in 2025. Matt Simpson, executive director of Ford Customization, told CNBC that Ford is increasing investment in the group to offer more choices and keep customers engaged after the sale.

Ford is also planning limited “drop” moments for new and special-edition vehicles, a model Simpson compared to a Nike sneaker release in comments to CNBC. The first vehicle drop from Ford Custom Garage arrived Monday with a limited-edition Bronco package called Desert Rising.

What is Ford Custom Garage?

Ford Custom Garage is the automaker’s program for factory-backed vehicle customization, including appearance packages, wraps, exterior details, performance parts and systems. The key difference from many aftermarket upgrades is that Ford says these customizations can be included in the vehicle’s warranty and, for buyers or lessees, folded into monthly payments.

The first Bronco in the new Bronco Horizon Series uses a desert sunrise-inspired design. Ford said it will build 1,000 Broncos with the Desert Rising package. The package costs $13,695 and brings the vehicle’s price to $57,350.

Ford already sells other full customization packages through the Custom Garage program. CNBC reported that some Mustang performance packages can cost $16,000 to $18,000, while a special performance version of the F-150 pickup can approach $27,000. One Mustang package, the FP800S, includes an $18,500 performance package on a vehicle starting at $46,800, according to CNBC.

Why Ford wants more buyers to customize

Automakers have used special editions and performance versions for years to lift prices and profits. Ford says it wants to make customization more systematic across different price points, instead of limiting the strategy to high-end enthusiast models.

Simpson told CNBC the customization business is already a growth lever for Ford and could become much larger with added investment. He declined to give specific growth targets for the division, but said Ford wants more buyers to choose packages and spend more on them.

Ford reports that 46% of its new vehicle buyers in the U.S. customize their vehicles in some way. Bronco owners lead that group, followed by Mustang buyers and pickup truck customers, according to the company.

The push also fits Ford’s broader services strategy. The automaker has said it aims to grow its $15 billion high-margin software and physical services revenue, a category that includes customization, by 8% a year through the end of the decade.

How warranties and payments change the pitch

Customization is usually thought of as something owners do after buying a car, often through independent shops. Ford’s version brings more of that spending inside the automaker and dealer network.

That matters because modern vehicles are harder for owners and non-certified shops to work on, a point that has become part of the wider right-to-repair debate. CNBC reported that Ford CEO Jim Farley faced criticism last month after President Donald Trump said Ford and General Motors supported legislation that would restrict owners from working on their own vehicles. Farley later clarified that he believes customers should not work on vehicles under warranty because newer cars require specialty tools.

For dealers, Simpson told CNBC that even in a market pressured by affordability concerns and weaker sales, protective and basic accessories can add margin. For Ford, the strategy gives the company another way to monetize vehicles after shoppers have already chosen the badge, model and monthly payment.

This story draws on original reporting from CNBC.