Ford expands vehicle customization to grow aftermarket profits
Ford accessories and parts strategy targets the $53B aftermarket with custom factory-backed upgrades, limited editions, and higher-margin revenue growth
Ford is expanding its accessories and parts business as it looks to increase profits and capture more of the U.S. aftermarket market, which the company says is worth about $53 billion.
At a Michigan event, Ford said it plans to offer more factorybacked customizations, including exterior addons, vehicle wraps, and performance parts. The company also wants to create more limitededition releases, similar to sneaker drops, to build demand for special models.
The first release from Ford Custom Garage is a limited Bronco package inspired by a desert sunrise. Ford said it will build 1,000 of the vehicles, with the package adding $13,695 to the SUV’s price. Ford says customization is already popular with buyers and sees it as a way to strengthen customer loyalty and grow highermargin revenue.