Ford wants more customers to customize vehicles to boost profits as it eyes 'Nike shoe drop' moments
"Think like a 'Nike dropping a sneaker' is the vision," Simpson told CNBC during an event at the Michigan International Speedway racetrack here promoting the company's efforts. Ford Custom Garage's first shoe-like "vehicle drop" occurred Monday. It unveiled a sunrise-inspired Ford Bronco SUV that wouldn't be out of place in a new Barbie movie — although the company's designers say they did not have the Mattel toy in mind when developing the vehicle.
- ▪"Think like a 'Nike dropping a sneaker' is the vision," Simpson told CNBC during an event at the Michigan International Speedway racetrack here promoting the company's efforts.
- ▪Ford Custom Garage's first shoe-like "vehicle drop" occurred Monday.
- ▪It unveiled a sunrise-inspired Ford Bronco SUV that wouldn't be out of place in a new Barbie movie — although the company's designers say they did not have the Mattel toy in mind when developing the vehicle.
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| Original publisher | CNBC — Business |
| Canonical URL | https://www.cnbc.com/2026/07/27/ford-vehicle-customization-bronco.html |
| Publication time | Mon, 27 Jul 2026 10:00:01 GMT |
| Retrieval time | 2026-07-27T10:01:10.915Z |
| Last seen | 2026-07-27T10:01:10.915Z |
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| Cluster | 9qKwTcat3Ay8 · 1 stories |
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Opening excerpt (first ~120 words) tap to expand
BROOKLYN, Mich. — Ford Motor is expanding its accessory and parts business in an effort to boost profits and better tap into the $53 billion U.S. aftermarket industry.The automaker is planning to increase its aftermarket products — from exterior detailing and vehicle wraps to performance parts and systems — and have more exclusive moments it's comparing to a "Nike shoe drop," with new and special-edition vehicle models, according to Matt Simpson, Ford Customization's executive director. "Think like a 'Nike dropping a sneaker' is the vision," Simpson told CNBC during an event at the Michigan International Speedway racetrack here promoting the company's efforts.
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