Ford follows Nike's model of limited-edition sneakers and focuses on vehicle customization to increase profits
Ford is expanding its modified parts and components business to boost profits and tap into the $53 billion U.S. auto aftermarket. Car companies plan to enrich aftermarket accessories and modification kits to follow suit The marketing logic of selling limited-edition sneakers is to use a limited-time and limited-edition model to create buzz for new and special edition models. The first limited-edition model from Ford Custom Works was unveiled on Monday: a Ford Rima SUV with a design inspired by a desert sunrise, priced at $57,350. Ford officially announced that it will mass produce 1,000 units equipped with Desert Rising Custom Kit The limited edition Lima is priced at US$57,350. It will expand its accessories and parts business to tap into the US$53 billion U.S. automotive aftermarket, thereby boosting overall profits. Matt Simpson, executive director of Ford's customization business, said that on the one hand, the car company has expanded a full range of aftermarket products such as exterior color-changing films and performance modification hardware. On the other hand, it has created a variety of exclusive new car sales events, replicating the logic of Nike's limited-edition sneaker drops (sneaker drops), and launched a variety of new and special edition models. “Our idea is completely aligned with the sale of limited-edition Nike sneakers.” Simpson said in an interview at a brand promotion event held at Michigan International Speedway. “We have significantly increased our investment in this business line to give consumers more choices and enhance the user stickiness of the after-sales modification business.” For a long time, major car companies have launched special editions and high-performance modified models to increase car prices and make profits. However, this time Ford is taking a systematic approach, covering all price ranges, allowing car owners of all price ranges to customize their vehicles on demand. The measures include two major directions: enriching original factory optional accessories; increasing the operation of the newly established company last year Ford Custom Garage , this platform is Ford’s official one-stop vehicle customization channel. Ford's custom workshop's first limited-edition new car modeled after sneakers was officially released on Monday. The design of this Fierce Horse SUV is inspired by the desert sunrise, and its appearance and style are suitable for the Barbie movie style; however, Ford designers said that they did not refer to Mattel Barbie toys when developing this car. Exclusive front grille for Ford Desert Sun Edition According to Ford, this car belongs to the Fierce Horse Horizon series, with a limited production of 1,000 units. The complete Desert Rising Sun customization kit is priced at US$13,695, and the finished vehicle price after options is US$57,350. Pricing for the remaining complete modification packages in the Ford Customization Workshop starts in the thousands of dollars: the high-performance modification kit for the Mustang series costs up to $16,000 to $18,000; the total price of the high-performance customization kit exclusive to the F-150 pickup truck is nearly $27,000. Simpson said: "The modification business is an important growth driver for us. The current operating performance is outstanding and there is broad room for future growth. This is why we continue to increase investment." Nowadays, the electronic structure of new cars is becoming more and more complex, making it difficult for ordinary car owners and non-Ford authorized repair stores to repair and modify them by themselves, which in turn benefits Ford's official original factory modification business. The Ford Mustang FP800S comes with a custom workshop performance kit worth $18,500, and the vehicle starts at $46,800. Last month, Ford CEO Jim Farley was involved in public controversy: Trump publicly stated his position, Ford and its competitors in the same city Support relevant bills to raise the threshold for car owners to repair their own cars. Farley later came forward to clarify: There are a lot of special maintenance tools for new cars, and the threshold is high. During the warranty period, it is not recommended that car owners dismantle and repair them by themselves. He is very optimistic about the growth prospects of the automotive aftermarket. In addition to traditional parts and accessories, software services are also a key focus. Ford plans to steadily increase its high-margin software + physical services annual revenue (currently $15 billion) by 8% per year by the end of 2029, including modification business. Simpson said: "Ford's current product lineup is the most suitable for the modification method. The Fierce Horse, Mustang, Maverick, and F-series pickup trucks are the product lines with the highest fan loyalty in Ford's history." Ford data shows that 46% of new car owners in the United States make more or less personalized modifications to their vehicles; among them, owners of strong cars have the highest proportion of modifications, followed by users of Mustang sports cars and pickup trucks.
Simpson did not disclose the precise growth target of the modification department, but said that Ford hopes to increase the proportion of car owners who choose customized kits and increase the per capita modification consumption. “The more car owners spend on original parts, the higher their brand loyalty will be.” Ford has added two original vehicle customization kits, Liema Matte Black and Liema Dark Road Matte Black, to the customization workshop system, all of which support factory pre-installation. According to SEMA, the American Automotive Aftermarket Industry Association, U.S. consumers will spend a total of $52.9 billion on car modifications and exterior accessories in 2025. Unlike the car owner who assembles the accessories on his own after purchasing the car: Ford's original customized modifications are all included in the vehicle's original factory warranty. Consumers can also spread the cost of the modification kit into the monthly car loan payment. Whether it is a full car purchase, installment purchase or vehicle leasing, the modification cost can be paid on a monthly basis. Simpson said: "Even if new car sales are under pressure and car purchase costs are rising, demand for basic protective modification accessories remains stable, and this part is also an important source of profit for dealers."
Simpson did not disclose the precise growth target of the modification department, but said that Ford hopes to increase the proportion of car owners who choose customized kits and increase the per capita modification consumption. “The more car owners spend on original parts, the higher their brand loyalty will be.” Ford has added two original vehicle customization kits, Liema Matte Black and Liema Dark Road Matte Black, to the customization workshop system, all of which support factory pre-installation. According to SEMA, the American Automotive Aftermarket Industry Association, U.S. consumers will spend a total of $52.9 billion on car modifications and exterior accessories in 2025. Unlike the car owner who assembles the accessories on his own after purchasing the car: Ford's original customized modifications are all included in the vehicle's original factory warranty. Consumers can also spread the cost of the modification kit into the monthly car loan payment. Whether it is a full car purchase, installment purchase or vehicle leasing, the modification cost can be paid on a monthly basis. Simpson said: "Even if new car sales are under pressure and car purchase costs are rising, demand for basic protective modification accessories remains stable, and this part is also an important source of profit for dealers."