11-02-07: Ford Motor Company wants a piece of the action. Noting the 40+ billion dollar aftermarket industry, Ford announced it is breaking new ground in vehicle personalization with a new consumer customizing concept called “Custom Accessories.” You will see it in your dealerships soon.
Launched at this year’s Specialty Equipment Market Association (SEMA) show, “Custom Accessories” will be available to consumers in two distinct ways – at dealerships and online. Participating dealers will feature interactive accessory and customization displays in their showrooms. The display will highlight accessories, electronics, wheels and tires and will allow customers to configure and order these items for their new vehicles.
For even greater convenience, the industry’s first complete online accessory showroom allows customers to jump online to spec their customized vehicle, order parts and – starting in January – schedule an installation appointment at their dealer of choice or have the parts home-delivered.
“This is a convenience that no other automaker offers,” says Al Giombetti, Ford Customer Service Division executive director. “More than 70 percent of consumers shop for vehicles on the internet. With ‘Custom Accessories,’ they can easily personalize them online as well, ensuring their car or truck is custom-made, just like their favorite coffee.”
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Ford has dramatically increased its personalization product offerings during the past two years including body kits, chrome wheels and electronics. This included the launch of the “Accessorizer” tool, which allows visitors of www.fordaccessoriessstore.com to virtually build the car of their dreams by choosing parts from the vehicle personalization catalog. Since its launch in March 2006, the site has seen a 100 percent growth in traffic.
Ford also is kicking off a multi-phase, full-line wheel program for the aftermarket in January. The first phase will include seven wheels across 14 vehicle lines; the second phase launches in summer 2008 and 15 additional wheels come in 2009. The wheels will range in size from 18 to 22 inches, with even larger wheels possible in the future.
From pickups and crossovers to family sedans and muscle cars, every vehicle segment plays a role in the $40 billion aftermarket industry. Ford’s personalization business is expected to grow by 50 percent, with growth focused on three key areas – appearance, wheels and electronics.
“By offering consumers more choices directly from Ford, we are able to better satisfy their personalization needs and help ensure their business stays with us,” says Giombetti.
In addition to accessories, Ford’s Vehicle Personalization group is showcasing three special-edition vehicles at this year’s SEMA show. The vehicles combine the latest parts and accessories from Ford Racing; Genuine Ford Accessories; and Ford Licensed Accessories.
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