Ford Wants to Turn Car Customization Into the Next Big Thing—Exec Says Think ‘Nike Dropping a Sneaker’ -

Ford is expanding its customization and aftermarket business to capture more of the $53 billion U.S. aftermarket, adding accessories, performance parts and exclusive limited-edition vehicle "drops." Ford Custom Garage debuted its first limited-edition "vehicle drop" on Monday, unveiling a desert sunrise-inspired Ford Bronco SUV with a bold pink-and-orange design.

"Think like a ‘Nike dropping a sneaker’ is the vision," Matt Simpson, Ford Customization’s executive director, told CNBC during an event at the Michigan International Speedway racetrack promoting the company’s efforts.

Ford plans to expand its lineup of aftermarket accessories and performance upgrades while introducing limited-edition vehicle releases modelled after exclusive "Nike shoe drops" of Nike Inc.(NYSE:NKE) to boost customer engagement.

The automaker would build 1,000 limited-edition Desert Rising Broncos under its new Bronco Horizon Series.

The $13,695 package raises the SUV's starting price to $57,350, while other Ford Custom Garage packages range from several thousand dollars to nearly $27,000 for select Mustang and F-150 models.