Ford's Gamble on Customization: Can It Revive Profits? Ford is pushing into customization as a way to tap into the lucrative $53 billion U. S. aftermarket industry.
By expanding its accessory and parts business, the company hopes to boost profits and remain relevant in an increasingly complex automotive landscape.
Automakers have long used special edition vehicles and souped up models to drive sales and prices up. Ford is taking a more nuanced approach by making customization accessible across all price levels.