• by Tanya Gazdik , Yesterday

Ford Motor Co. is giving customers what they want — dealer installed customization — which is also a way to add to the vehicle’s bottom line. 

Nearly half of Ford customers purchase accessories — more than any other nameplate, according to Matt Simpson, executive director of Ford Customization. 

Ford hopes to tap into the $53 billion specialty equipment market. 

“Vehicle owners under the age of 30 are willing to do more extensive mods on their vehicles compared to older groups,” he says. “Ford is democratizing customization.”

While some customers like the “do it yourself” approach, 73% have indicated they would prefer a dealer install.  That makes the additional cost eligible for financing and leasing through Ford Credit and the custom vehicle is covered under warranty, he says. 

“The installation of these packages takes place before a customer ever takes delivery,” Simpson says. “They can be serviced at all Ford dealers. … There has never been an easier way to get a a custom product.”

The new program — Ford Customization — brings together three different brands: Ford Accessories, Ford Racing Parts and the newly introduced Ford Custom Garage.

“So through these different brands we're creating a different path of ownership, one that lets us meet our customers wherever they are in that journey, however they want to represent themselves,” Simpson says. “This could be a 800 horsepower Mustang, it could be a Bronco inspired by a desert sunrise, it could be a truck for the trail or the street.”

Ford recently brought journalists out to the Michigan International Speedway to drive some of the modifications that are being offered, such as F-150 Lobo Crew Cab with Supercharger. It normally costs $57,065 but the installation of the Supercharger adds an additional $16,995 to the price. 

Ford also used the event to unveil a limited edition Bronco Desert Rising. Built for the Outer Banks Series Bronco, it features a DIY painted grill, Method Wheels, magenta hued Katzin leather seas and optional unique graphics. The special design has a limited run of 1,000 units, says Bravna Mistry, senior designer with the Ford Customization. The color palette is inspired by Utah and the Great Salt Lake and also the pink coral sand dunes, she says. 

Other customizations featured at the event included a Ford Maverick SV300T which takes a 300 horsepower Maverick and adds a turbocharger from a Mustang along with suspension upgrades. The base price of the Maverick is $30,645 and the parts add $5000 without installation. 

“This thing handles like no truck has a right to handle,” Simpson says. 

A Mustang GT Fastback (which retails for $46,800) can become an 810-horsepower beast with the $18,500 FP800S package, plus installation.