The company is significantly increasing its investment in aftermarket products ranging from exterior detailing and vehicle wraps to performance parts and complete systems. Matt Simpson, Ford Customization’s executive director, outlined the vision during an event at Michigan International Speedway promoting the company’s expanded efforts.

“Think like a ‘Nike dropping a sneaker’ is the vision,” Simpson told CNBC. “We’re significantly increasing our investment in this group to bring more choice and to engage customers in this aftersales.”

While automakers have long used special-edition vehicles and souped-up models to boost vehicle prices and profits, Ford says it is methodically taking steps to increase customers’ ability to customize vehicles across all price levels. That includes expanding accessories as well as investing additional resources in Ford Custom Garage, which launched last year as a one-stop shop for customizations from the carmaker.

Limited-Edition Bronco Kicks Off Vehicle Drop Strategy

Ford Custom Garage’s first shoe-like “vehicle drop” occurred Monday with the unveiling of a sunrise-inspired Ford Bronco SUV that channels a vibrant, eye-catching aesthetic. The automaker will produce 1,000 of the limited-edition Broncos with the Desert Rising package as part of the Ford Custom Garage’s new Bronco Horizon Series. The Desert Rising package adds $13,695 to the vehicle’s cost, totaling $57,350.

Other full packages through the Ford Custom Garage start at thousands of dollars. Some Mustang performance packages can run up to $16,000 to $18,000, while a special performance version of the F-150 pickup truck approaches nearly $27,000.

“It is a growth lever for us. It’s been a good business for us. We think it can be significantly bigger, hence the investment,” Simpson said.

The efforts come as vehicles have grown increasingly more complex and harder for individual owners or non-automaker certified stores to work on in the aftermarket. Ford bets that its streamlined, OEM-engineered customization will appeal to buyers seeking unique vehicles without the complexity and risk of traditional aftermarket builds.

Factory-Backed Engineering From Development Stage

According to Ford, nearly half of its customers personalize their vehicles in some way, a figure the company says exceeds the industry average. Customizing vehicles traditionally involves balancing personal expression against the risk of voiding factory warranties. Ford aims to eliminate that tension by offering accessories developed alongside the vehicles themselves rather than after launch.

The company says one of the biggest advantages of its accessory lineup is that many components undergo testing for fit, durability, and compatibility before a new model reaches dealerships. Ford’s accessories are engineered as part of the original vehicle development process. The company says this helps eliminate uncertainty about installation and long-term reliability, addressing concerns that typically accompany aftermarket modifications.

The strategy combines genuine Ford Accessories, Ford Performance parts, and the recently introduced Ford Custom Garage program. Together, the three offerings give customers multiple paths to creating a more personalized vehicle while preserving factory support.

Performance Upgrades Maintain Warranty Coverage

For owners looking for more than cosmetic changes, Ford Performance offers a catalog of upgrades that includes suspension kits, engine calibrations, and supercharger systems for selected models. Ford says these components undergo the same durability and environmental testing as its production vehicles. When installed by a certified dealer or an approved ASE-certified repair facility, eligible performance parts can be covered without voiding the vehicle’s factory warranty, addressing one of the biggest concerns among enthusiasts.

The automaker is positioning factory-backed customization as a solution to maintaining warranty coverage while adding performance upgrades. This approach contrasts with traditional aftermarket modifications that often require extensive research, multiple installers, and careful documentation to avoid warranty disputes.

300-Horsepower Maverick Package Targets Enthusiasts

Ford’s new SV300T package for the Maverick represents one of the most aggressive performance offerings in the Custom Garage lineup. The package takes the turbocharger from the 2.3-liter Mustang EcoBoost, adds a performance intercooler and slick graphics, and includes 20-inch bronze or black wheels. The upgraded exhaust and powertrain help boost the Maverick’s output to 300 horsepower, a 50-hp jump from the base truck’s turbocharged 2.0-liter four-cylinder engine.

During a test drive at Michigan International Speedway, the SV300T-equipped Maverick delivered performance reminiscent of hot hatchbacks. The extra power proved noticeable, and the transmission kept engine revs high, providing thrust with the blip of the accelerator. Michelin Pilot Sport 4S tires provided grip through an autocross course, while the steering felt precise and the handling remained alive through tight corners.

The kit also includes lowering springs, upgraded stabilizer bars, and Lobo shock absorbers. Many of these components already come standard on the Maverick Lobo, but the package is also available for the XLT and Lariat trims for $5,000 and does not include installation or tires. An upgraded brake package is also available from Ford Custom Garage.

Targeting Growth in Lucrative Aftermarket Segment

Ford’s expanded customization push arrives as aftermarket demand continues to grow across the automotive industry. The company sees the $53 billion U.S. aftermarket as a significant opportunity for profit growth beyond traditional vehicle sales. By offering factory-engineered solutions, Ford aims to capture customers who might otherwise turn to third-party suppliers for performance and aesthetic upgrades.

The Custom Garage approach allows Ford to generate additional revenue from each vehicle sold while strengthening customer relationships through ongoing engagement after the initial purchase. Simpson emphasized that the company views this as a growth lever with room for significant expansion, justifying the increased investment in the division.

Ford established the Custom Garage division as a dedicated business unit to streamline aftermarket offerings and create cohesive upgrade packages. The Blue Oval teased the SV300T package at last year’s SEMA Show, generating anticipation among enthusiasts before the formal launch. The company plans to continue rolling out limited-edition drops and performance packages across its vehicle lineup in coming months.

The post Ford Expands Aftermarket Push With Custom Garage Drops and 300-HP Maverick Package appeared first on The Daily Update.