Ford wants its own Nike-like product drops

Ford is going to help make your car engine rev louder and whatever else you need to manage your midlife crisis. The US carmaker said it’s expanding its customization menu, offering customers more options to soup up their cars with performance parts and flashy accessories—as well as adding special-edition vehicles reminiscent of buzzy Nike shoe drops.

Yesterday, it unveiled a pink version of its Bronco SUV with a slew of features inspired by the hues of the landscape surrounding Salt Lake City. Costing an extra $13,695, it’s the first of several planned limited-edition cars that Ford’s head of customization told CNBC the carmaker hopes will generate the same level of hype as “Nike dropping a sneaker.”

Don’t DIY

Upcharging for custom cars allows Ford to tap further into the $53 billion aftermarket auto enhancements industry—while juicing revenue for dealers. The company is pitching the expanded options as a win for drivers, who now don’t have to manage modifications themselves:

• Ford says half of its customers already ask for some form of customization, ranging from floor mats to turbo engines.
• Unlike with post-purchase modifications, Ford is offering the usual three-year warranty on all specialty parts, and will finance them through its auto loan department.

But…some industry observers note that Ford’s push to add bells and whistles to existing vehicles might be a way to compensate for its lack of new models.—SK