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Benzinga
Benzinga
Business
Namrata Sen

Ford Wants to Turn Car Customization Into the Next Big Thing—Exec Says Think ‘Nike Dropping a Sneaker’

Ford NIke United States Matt Simpson
Dusseldorf,,Germany,-,September,22,2024:,Ford,Logo,On,The

Ford is expanding its customization and aftermarket business to capture more of the $53 billion U.S. aftermarket, adding accessories, performance parts and exclusive limited-edition vehicle “drops.”

Ford Custom Garage debuted its first limited-edition “vehicle drop” on Monday, unveiling a desert sunrise-inspired Ford Bronco SUV with a bold pink-and-orange design.

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