Ford Custom Garage Bronco drop kicks off bigger accessories push
Ford plans more factory-backed custom vehicles, starting with a $57,350 Bronco package limited to 1,000 SUVs.
By Frankie Delgado · News Reporter
3 min read
Ford Custom Garage Bronco buyers are getting the first taste of the automaker’s bigger bet on factory-backed customization: a limited Desert Rising package priced at $57,350, CNBC reported.
Ford said it will build 1,000 of the Bronco SUVs with the Desert Rising package, the first “vehicle drop” from Ford Custom Garage’s new Bronco Horizon Series. The package costs $13,695 and lifts the Bronco’s total price to $57,350, according to the company.
The move is part of Ford’s push to win more money from accessories, parts and custom packages, from wraps and exterior details to performance systems. Matt Simpson, executive director of Ford Customization, told CNBC at Michigan International Speedway that Ford is increasing investment in the group and wants launch moments similar to a limited sneaker release.
What is Ford Custom Garage?
Ford Custom Garage is the automaker’s in-house shop for factory-backed customization, launched last year as a central place for buyers to add Ford-approved packages. Unlike many aftermarket add-ons installed after purchase, Ford says these customizations can be included under the new vehicle warranty.
Ford is chasing a large and already busy market. The Specialty Equipment Market Association, an auto aftermarket trade group, said U.S. consumers spent $52.9 billion on vehicle accessories and modifications in 2025.
Ford says 46% of its new U.S. vehicle buyers customize their vehicles in some form. Bronco owners are the most active group, followed by Mustang buyers and pickup customers, according to the company.
Simpson declined to give CNBC specific growth targets for the customization unit. He said Ford wants to raise both the number of customers choosing packages and the amount they spend on them.
How much do Ford customization packages cost?
CNBC reported that full packages through Ford Custom Garage start in the thousands of dollars. Some Mustang performance packages can reach $16,000 to $18,000, while a special performance version of the F-150 pickup can approach $27,000.
One example cited by CNBC is the Mustang FP800S, which includes an $18,500 performance package and starts at $46,800. Ford is also offering Bronco Matte Black and Bronco Dark Trail Matte Black packages through the Custom Garage program from the factory.
Ford is pitching the setup as easier for buyers because the added cost can be rolled into monthly payments on a purchase or lease. Dealers may also benefit, Simpson told CNBC, because accessories can add margin even as vehicle affordability pressures buyers.
The expansion comes as modern vehicles have become harder for individual owners and noncertified shops to repair or modify. Last month, President Donald Trump said Ford and General Motors backed legislation that would make it harder for owners to work on their own vehicles, CNBC reported.
Ford CEO Jim Farley later clarified that he believes customers should not work on vehicles that are under warranty because newer cars require special tools, according to CNBC. Farley has also described Ford’s aftermarket operation as a growth opportunity, including software services as well as parts and accessories.
Ford has said it aims to grow its $15 billion high-margin software and physical services revenue, a category that includes customization, by 8% annually through the end of the decade.
Simpson told CNBC that Ford’s current lineup gives the company a strong opening for the effort, citing Bronco, Mustang, Maverick and F-Series customers as especially passionate. The automaker is betting more of those buyers will want a vehicle that feels less off-the-rack before it ever leaves the showroom.
This story draws on original reporting from CNBC.