All cars can be modified: Colors chosen and changed, parts bolted on or stripped out, etc. But most cars come from the factory looking just about like all of the others that came out before it, requiring the custom-minded customer to seek aftermarket help to put their own touch on their ride. Auto companies have met this demand with factory-supplied modifications that usually leave the car's existing warranty intact. Scion took this concept one step further by offering dealer-installed "aftermarket" parts, with optional time-of-purchase installation. On March 15, The Ford Motor Company will pull even with Scion, offering new car dealer-installed Genuine Ford Accessories.
Ford's plan revolves around an addition to their website, called the Accessorizer. This feature allows customers to install Genuine Ford Accessories to a new car online to instantly see the visual and financial results. Once the customer has finalized their creation, the site allows for the usual options of printing out the results or e-mailing them to a local dealer for a final price quote.
By making the customization process as easy as possible, Ford is hoping to snare potential customers for whom "stock" options just don't cut it.
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