Ford and Stellantis expand factory-backed performance and customization

The Mobility Global AutoIntelligence service provides daily analysis of global automotive news and events. We deliver timely context and impactful analysis for navigating the fast-moving industry. Behind the Headlines offers a bi-weekly dive into recent top stories.

In recent weeks, Ford and Stellantis have made news around their performance and customization efforts. Ford’s Customization Division with its Custom Garage and Stellantis’ revived Street and Racing Technology (SRT) Performance division both speak to consumers who see their vehicles as a canvas to personalize from day one.

Despite concerns about vehicle prices remaining high in the broader market, there is a slice of buyers who see vehicles as a hobby and an integral part of their lifestyle—and are willing to invest. Both automakers are leaning into that demand with factory-supported parts and kits, special editions, and motorsports participation.

One common thread in these automaker investments is credibility: the upgrades are engineered with OEM-level validation and can be backed by the factory warranty when installed before delivery or by a dealer or ASE-certified mechanic. The other is history. Though this summer Ford and Stellantis have put a spotlight on this work, it is not new to either company.

Both programs also share business logic. These offerings historically generate buzz, strengthen loyalty, and create high-margin accessory and performance revenue—while allowing engineers and designers to explore “low-volume, high-energy” projects that can feed broader product creativity over time.

Ford Customization: Ford Accessories, Ford Racing, Custom Garage

Democratizing the enthusiast experience through a tiered ownership journey

Ford has said its product range moving forward will focus on iconic, emotional vehicles. Ford’s customization efforts support that direction across utilitarian segments as well as enthusiast nameplates like Mustang.

At the same time, Ford is in a notable product drought; a stronger drumbeat on customization keeps the brand in the news and gives dealers more to sell.

Ford Customization is a broad umbrella that includes Ford Accessories, Ford Racing Parts, and Ford Custom Garage. Matt Simpson, executive director of Ford Customization, said Ford is “democratizing customization. . . Through these different brands, we’re creating a different path of ownership, one that lets us meet our customers wherever they are in that [customization] journey, however they want to represent themselves.”

Ford’s claim is that it can develop a wide variety of customization options quickly with internal engineering and design, often alongside initial vehicle development, and then validate those parts using the same testing mindset applied to production components. That allows Ford to add and refresh offerings over a vehicle’s lifecycle without waiting for a full model change.

The Ford Accessories program is the baseline. Ford vehicles like Mustang and Bronco have launched with long accessories lists from the beginning, but Ford is now more explicitly using accessories as the first step in a broader personalization ladder.

Ford Racing sits in the performance lane and has a long history with Ford. In today’s lineup, it includes options for trucks, SUVs, and Mustang, and it can bring elements of higher-performance builds down to more mainstream trims. The catalog spans suspension and lift kits, wheels, superchargers, crate engines, and calibration upgrades—along with visual and sound enhancements. Simpson described it as “giving our customers a real meaningful way to change how the vehicle looks, sounds and feels to whatever their personalization means to them,” with warranty support as part of the value proposition.

Many of the Custom Garage products rely on Ford Racing parts and development.

Custom Garage as a speed-to-market weapon (without plant complexity)

Ford Custom Garage is meant for the owner who wants a customized Ford without building it themselves. The Custom Garage treatment has been applied to F-150, Maverick, Bronco, Bronco Sport, and Mustang. Ford describes these as “complete turnkey packages. . . These builds stand out. Many are intentionally volume limited.”

A practical advantage of the Custom Garage approach is speed. Because the packages are installed post-factory, Ford can deploy limited-run builds quickly and avoid adding manufacturing complexity at the plant. Creating a dedicated new trim level is slower and more complicated; building Custom Garage versions after factory build and ahead of dealer delivery allows more flexibility.

OEM validation + warranty: the differentiator versus one-off aftermarket builds

Pricing depends on the level of upgrade but is intended to come in below a similar one-off aftermarket build. Ford can use Custom Garage to offer “halo-like” performance at a lower overall price than a top-tier factory specialty model and, Ford says, less expensive than aftermarket parts.

Mustang’s current Custom Garage package is the FP800S, centered on a supercharger-based approach that targets roughly 800 horsepower starting from a GT 5.0L, with supporting hardware and optional add-ons -- the FP800S package can get a Mustang buyer near the performance level of the track-capable Mustang Dark Horse SC, at a lower cost and in a version biased toward street use. The Maverick has a similar “accessible performance” concept in the SV300T package, while the F-150 700S package enables a 700-horsepower option for the truck.

The broader point is less about any single parts list and more about a cohesive, warrantable build that many customers would struggle to replicate with the same fit-and-finish on their own.

Stellantis SRT Performance: Series production, Direct Connection, motorsports

A performance business unit designed to pay for itself

About a year ago, Stellantis revived its Street and Racing Technology (SRT) division. Recently, the latest head of SRT, Tom Sacoman, outlined the division’s current form.

The division is comprised of SRT series production vehicles; the Direct Connection aftersales accessories; and motorsports activities.

SRT is “an engineering incubator, a proving ground, a place where ideas get tested, challenged, broken rebuilt and eventually grow into something we’re really proud of. Some ideas make production, some don’t. But every one of them teaches us something and every lesson makes us better,” Sacoman said.

For Stellantis, each element of the SRT Performance Division reinforces the others—and Stellantis expects all areas to be profitable as well. Series production performance vehicles bring higher profitability and improve brand image and loyalty; Direct Connection extends customer engagement beyond the point of sale; and motorsports provides a development and credibility loop.

Stellantis incorporates SRT versions into its product range, in contrast to the Ford Custom Garage builds being lower volume and not trim levels. Though the SRT products are in some cases limited to one model year, many continue and become part of the fabric of the model range, like the Dodge Durango Hellcat SRT or Ram 1500 TRX SRT.

Dodge Charger gets its first upgrade with the Super Bee

The SRT group contributed to the development of the 2027 Dodge Charger Scat P3ack Super Bee, revealed on August 7. This is a series production effort, though without SRT branding. The Super Bee bumps the standard high-output inline-six from 550 to 600 horsepower—though as Matt McAlear said at the reveal, “This is not the finish line.” SRT is also working on a Charger variant that will be yet again faster, louder and more aggressive than the Super Bee.

As Dodge successfully did with the prior-generation Charger and Challenger, this new Charger is positioned for multiple performance steps and limited editions over its lifecycle, supported by the SRT approach to development.

Compared to the Charger Scat Pack, the Super Bee adds supporting upgrades (cooling, suspension, brakes, wheels, software, and drive modes) aimed at delivering repeatable performance rather than a single headline number. Dodge framed the mission this way: “The new Dodge Charger Super Bee Launch Edition is engineered for drivers who demand more than a one-run hero number. Straight-line speed still anchors the Dodge formula, but Super Bee widens the attack with a complete performance envelope built around acceleration, braking, cooling, track consistency, high-speed stability and driver confidence.”

The Direct Connection catalog spans engine, suspension, exhaust, and accessory options. This month, Direct Connection announced performance and suspension packages for the new Rumble Bee muscle-truck variants, which includes a Rumble Bee SRT. Direct Connection is also adding suspension kits for all Rumble Bee versions as well.

Motorsports as the credibility loop that keeps the ecosystem honest

On motorsports, Sacoman said, “We race because that’s where the engineering gets honest. . . Every run teaches us something. Success rewards and failure humbles.” The point is cyclical: racing supports engineering, engineering supports parts and production vehicles, and the whole system supports the brand image that makes customers willing to pay for factory-backed performance.