- Ford’s Custom Garage program is available for the Bronco, Mustang, and other models.
- Options include cosmetic and performance upgrades.
- The packages can add thousands to the price of a new Ford vehicle.
Deep customization options have been a part of the ordering process for upscale cars from Porsche, BMW, and others for a long time, but an American automaker recently expanded its program to include some of the country’s most well-known off-road SUV models. Ford’s Custom Garage has been around since 2025, but the automaker recently debuted new options for the Bronco and other vehicles.
The program gives buyers the ability to add performance packages, custom color schemes, and unique accessories to new vehicles. But as with such offerings from high-end brands and their models, these options don’t come cheap. One of the packages for the Bronco, called Desert Rising, blends pink, magenta, and other hues to recreate the feel of a western sunrise. The design elements extend to the interior, where custom magenta/black Katzkin upholstery and other touches set the trim apart from the standard lineup.
While Ford used the Bronco SUV as its flagship for the program, the customization packages extend to other models in the Blue Oval’s lineup, including the Mustang sports car and F-150 pickup. The idea is that buyers can select from a range of options, have them installed by a dealer, and receive a new vehicle with a factory warranty, avoiding all the hassles that come with installing unvetted aftermarket upgrades.
Ford’s data show that almost half of its customers personalize their vehicles in some way, giving the automaker a significant opportunity to capture some of that revenue. Additionally, the company said it wants to recreate some of the hype in the sneaker-collecting world, where brands offer limited “drops” of desirable shoes. Mini, Dodge, and other automakers have tried similar tactics.
Speaking with CNBC, Matt Simpson, executive director of Ford Customization, said, “Think like a ‘Nike dropping a sneaker’ is the vision. We’re significantly increasing our investment in this group to bring more choice and to engage customers in this aftersales.”
A new Ford Bronco or Mustang might be less expensive than a new Porsche 911, but the customization options don’t come at a super affordable price. Some of the Mustang packages cost almost $20,000, while upgrading an F-150 with performance parts can cost close to $30,000. Those are steep prices, but the ability to upgrade and retain the factory warranty is likely worth the cost for buyers who plan to customize their new Ford anyway.
