As you walk by Ford Motor Company’s display at the 2006 Specialty Equipment Market Association (SEMA) show in Las Vegas, you might think you’ve wandered into the Ford section of one of the many thousands of aftermarket companies that fill the hall. On the contrary, the company that builds two of the most accessorized vehicles in the country, the F-150 pickup and the Mustang, is just claiming its rightful share of the $34 billion vehicle personalization market.

“If you take a look at the sales trends of accessories over the last five years or so, the growth rate has exceeded 10 percent a year, and Ford''s share is up a lot more than the industry.” says

Chris Feuell, manager, Vehicle Personalization & Accessories for Ford Motor Company. “The business proposition is definitely positive for being in the personalization and accessories business.”

Ford will showcase its vast array of Genuine Accessories and Ford Licensed Accessories including chrome parts for cars and trucks and a selection of Ford-specific electronics including TripTunes, Ford’s MP3 interface and headrest DVD entertainment system during SEMA. An impressive wheel display features more than a dozen choices including three Bullit wheel designs for the Mustang.

Ford’s display also includes a Mustang Convertible, Ford F-150 FX2 Sport pickup and a new 2007 Ford Edge that showcase the potential for using dealer-installed components to customize Ford vehicles, each outfitted with components from the Genuine Parts catalogs, Ford Licensed Accessories, along with several prototype components. Engine and suspension modifications come from the Ford Racing Performance Parts (FRPP) catalog.

“Customers want a combination of both appearance and performance parts to enhance the overall appearance of their vehicle. So it makes sense to develop and market vehicle packages that give customers a combination of Genuine Accessories and Ford Racing Performance Parts.” says Feuell.

The bright-white SEMA Mustang wears a California Special body kit, 18-inch Black Bullit wheels, Shelby rear spoiler and blackout panel, hood stripes, blacked-out grille and a stainless steel fuel door. FRPP supplied the Lycoming supercharger, headers, exhaust and blue powder-coated valve covers along with a suspension lowering kit, Hurst shifter, stud girdle and sill plates. Katzkin, a premier manufacturer of custom leather interiors, outfitted the Mustang. A unique rear tonneau fits over the Mustang’s back seat, transforming it into a speedster.

The F-150 FX2 Sport is collaboration between Ford Genuine Parts and FRPP. The FX2 sits on a lowered suspension wearing prototype GFA 20-inch sport wheels, a custom hood scoop and side stripes. A Sport Liner bed liner hides beneath a lockable hard tonneau. The interior is loaded with electronic goodies including a headrest DVD entertainment system, Mobile-Ease hands-free cell phone system and remote start. The 5.4-liter V-8 sports a Ford Racing supercharger, headers and sided exhausts with chrome tips.

The Edge makes its first appearance at SEMA and is creating quite a bit of excitement. The Blazing Copper Metallic crossover really shows its sport potential fitted with a 3dCarbon body kit and NC forged three-piece 22-inch wheels. Inside, Edge features a Katzkin leather interior, Mobile-Ease hands-free cell phone system and a headrest DVD system.

“We’re showing it off to get some exposure for the headrest DVD and body kit,” says Feuell, “Customers who opt for the DVD system and panoramic roof on the Edge will have to go with the headrest-mounted screens.”

Customers can try their hand at customizing their own Ford cars and trucks by visiting www.fordaccessoriesstore.com on the web. The Accessorizer site allows customers to choose a vehicle, pick a color and virtually equip it with parts from the Genuine Parts catalog, including licensed Ford products like body kits and wheels, then print a copy of their custom creation and take it to their local Ford dealer who will install the components on their new car or truck. The site has been gaining popularity with the number of hits up 57 percent for the year. Over the next few months, Ford will phase more of the licensed products into the Accessorizer site and the Edge will join the site closer to launch in November.

“We’re working on the updates in phases, but our goal is to get all of the accessories up on the site so you can shop your Ford vehicle and trick it out with the latest wheels, body kits and other accessories, whether they be Genuine Ford Accessories, Licensed Accessories or Ford Racing components” says Feuell.