Ford wants more customers to customize vehicles to boost profits as it eyes 'Nike shoe drop' moments - CNBC

Ford is expanding its accessory and parts business to boost profits and better capture the $53 billion U.S. automotive aftermarket, offering products ranging from exterior detailing and vehicle wraps to performance parts.

The automaker aims to create exclusive, limited-run vehicle releases it likens to a "Nike shoe drop," according to Matt Simpson, executive director of Ford Customization, who said the company is significantly increasing investment in the group.

Ford Custom Garage, launched last year as a one-stop shop for customizations, held its first "vehicle drop" on Monday: a desert sunrise-inspired Bronco SUV priced at $57,350.

The limited-edition Bronco features the Desert Rising package, which adds $13,695 to the price, and Ford plans to produce 1,000 units as part of the new Bronco Horizon Series.

Other Ford Custom Garage packages start at several thousand dollars and can reach $16,000 to $18,000 for some Mustang performance packages and nearly $27,000 for a special performance version of the F-150 pickup.

While automakers have long relied on special-edition and souped-up models to raise prices, Ford says it is methodically working to expand customization options across all price levels, viewing the effort as a growth lever it believes can become significantly bigger.