Ford Unveils 1,000 Limited-Edition Broncos to Chase $53 Billion Aftermarket
Updated
Updated · CNBC · Jul 27
Ford Unveils 1,000 Limited-Edition Broncos to Chase $53 Billion Aftermarket
2 articles · Updated · CNBC · Jul 27
Summary
Ford Custom Garage launched its first “vehicle drop” Monday, unveiling 1,000 sunrise-themed Bronco SUVs with a $13,695 Desert Rising package that lifts the price to $57,350.
Ford is expanding accessories, wraps and performance parts to capture more of the $52.9 billion U.S. aftermarket, framing customization as a higher-margin profit lever and loyalty driver.
The push includes more investment in Ford Custom Garage, warranty-backed factory customizations and financing that lets buyers fold package costs into monthly payments.
Ford said 46% of its U.S. new-vehicle buyers already customize their vehicles, with Bronco owners leading; Mustang packages can reach $16,000 to $18,000 and a special F-150 package nearly $27,000.
The effort supports Ford’s goal of growing its $15 billion software and physical services revenue by 8% annually through the end of the decade.