OEM or Aftermarket? The Rise of Factory Customization

Specifically, if an OEM company builds a line of aftermarket-style custom accessories and markets these accessories through its network of dealerships, are these pieces OEM or aftermarket? Factory customization may be a new term we need to learn as we attempt to position this pair of SEMA concepts from Ford. They obviously represent not just a customized Focus and Ranger, but also a symbol of Ford reaching out to custom car enthusiasts in a whole new way.

An Enthusiast’s Mindset Meets OEM Standards

Ford Vehicle Personalization (VP) also proves that a dollar-and-cents corporate mentality doesn’t have to be at odds with an enthusiast mindset. We’re guessing that someone at Ford woke up one day, perhaps during the SEMA show last year, and took a look at the number of custom Fords on display, as well as the number of aftermarket parts available for them. And what they saw is a huge new market for Ford. Ford patently understands that plenty of you have been driving new Fords off dealer lots only to instantly spend a ton more cash on aftermarket components to tailor your new vehicle to suit your personality. Ford is betting that it, too, can supply you with similar components before you ever leave the dealership.

Why Ford Quality Still Matters

One definite bonus when it comes to using Ford’s new line of custom parts falls within well-defined terms of quality. As many of you know all too well, some aftermarket parts seldom fit like OEM parts, and even high-quality brand-name aftermarket components often can take some persuasion to look or perform the way they should. Well, we feel safe in saying that no one knows your Ford like Ford, which makes it uniquely qualified to fabricate a whole host of custom replacement parts. For that same reason, you know that such a large OEM company isn’t going to put its name on a part if it doesn’t fit according to rigid OEM standards.

Not for Everyone, But a Sign of Things to Come

As for the two vehicles featured here, we can understand if neither of them is an exact fit for your car tastes, or what you may have parked in your driveway, but consider this only a beginning—there’s a new Mustang on the horizon. Look at them not for what they are, but consider what a similar treatment might do to your Ford of choice, especially the new Mustang. Ford brought this pair to the SEMA show only to demonstrate the basic VP concept, and it really does make perfectly good sense that Ford chose a Focus and a Ranger. Like it or not, the tuner set is incredibly hot right now, because there are tons of younger enthusiasts into FWD performance, but we have another magazine for that. That’s not our purpose here. We also understand that the Ranger can and does appeal to the truck-owning crowd, as well as a large number of car guys, but don’t worry, we’re not shoving it down your throat, either. We are merely illustrating what you can expect to see from other VP concepts on other Fords in the future.

Exterior Styling and Factory Aggression

With similar upgrades and matching paint schemes, these two concepts make for a pretty closely matched set. Each wears a Ford body kit that replaces the front and rear bumpers and adds rocker panels and spoilers. Both wear similar “hood extractors,” too, and stick-on hood scoops. We suppose you will be able to mix and match what you wish, and begin and end where you like. Ford’s mission seems to have been fueled by a desire to replace soft-edged components with more angular, hard-edged pieces, and in that mission it succeeded. The Ranger in particular looks stronger and more aggressive from head-on angles. The Ranger also features flush-mount rear glass that ought to look familiar to most super rodders, as well as new headlights and taillights.

Interior Mods with Matching Style

The interiors also are virtually identical. Both have had their stock seats re-covered in black leather and Impulse inserts, both from Classic Soft Trim. Each features a steering wheel wrapped in black and tangerine leather, with the latter shade adding some much-needed color to the rather dark interiors. Boost gauges appear in A-pillar gauge pods inside both, but the Focus also gets an oil-temp gauge in the A-pillar and a 5-inch tach with a shift light on top of the dashboard. The Ranger relies on its 510-watt factory Audiophile sound system to keep the occupants entertained, while the Focus uses a Clarion stereo that exceeds even the Ranger’s capabilities. That Clarion system incorporates a flip-out 7-inch screen to play DVDs and video CDs, while Clarion amps and 10-inch subs boom out big sound played from CDs, MP3s or Sirius satellite radio.

Suspension and Braking: Form and Function

Each also gets its share of suspension upgrades, although there is some variation between the two projects in this regard. Yes, both are lowered, but the Focus gets some major suspension stiffening courtesy of a new strut tower bar and sway bars. Ford was smart to recognize the Focus’ handling potential and maximize that aspect of its performance envelope—something to consider as it turns its eyes to other projects. The major upgrades unique to the Ranger are found in the braking system, and considering the Ranger’s weight surplus compared to the Focus, the Ranger can use better performance brakes. But finding a brake-upgrade kit for a Ranger is apparently harder than it sounds, because Ford had to modify a set of Brembo multi-piston calipers and 13-inch rotors to fit the front of the truck, while modifying a Ford Racing Performance Parts (FRPP) kit to fit the rear. Faced with a lack of off-the-shelf options, many would have chosen just to leave the braking system alone, so we applaud Ford for putting some real effort into this concept. New wheels top off each design. Big 18×9-inch wheels from the FR500 Mustang grace each corner of the Ranger, while the Focus gets 17×7-inch Focus Tuner rims. Each uses Goodyear’s ultra-sticky F1 GS-D3 tires, sized 255/45 on the Ranger and 215/45 on the Focus.

Real Performance: Superchargers and Exhausts

Ah, but don’t we all know that the heart of any real super rod is its engine? Ford does, and it has added components that reflect that knowledge. First, what the two vehicles share—superchargers and Borla stainless steel exhaust systems. Jackson Racing designed the FRPP supercharger found on the Focus, and the package raises output from 170 hp to 227 hp, certainly a healthy increase in this small car. The Ranger’s 3.0-liter V-6 needed some help from Ford’s parts bin to take a liking to its new Whipple-built supercharger. The truck’s stock fuel and air delivery systems just were not up to the task of feeding the Whipple, but new fuel injectors and a mass-airflow meter solved that problem. The V-6 responded even better to boost than the Focus’ 2.0-liter I-4 did, moving from an anemic 154 hp to a much more respectable 230 hp.

A New Way to Customize: Ford’s Smart Bet

We welcome Ford’s VP concept, both as an alternative to the ways we’ve traditionally customized our cars and also as a way for those who wouldn’t otherwise be inclined to modify a vehicle to start doing so. Ford could very well end up laughing all the way to the bank on this one, while at the same time giving its customers something that we can really use. Think of the Vehicle Personalization program as an extended option sheet, a tool that will allow you to create a vehicle in the manner you think Ford should have built it in the first place. Unlike regular options packages, though, you’ll be able to buy only the parts you want, without having to spend $3,000 on options you don’t want just to get the few you do. See you at the Ford dealer—we’ll be waiting for that Mustang, too!