diff --git a/config/config.prod.yaml b/config/config.prod.yaml
index fc166d5f..ff5224d4 100644
--- a/config/config.prod.yaml
+++ b/config/config.prod.yaml
@@ -844,8 +844,9 @@
   parameters:
     jira_project_key: BZFFX
     jira_components:
-      set_custom_components:
-        - "Firefox"
+      use_bug_component_with_product_prefix: true
+      use_bug_component: false
+      create_components: true
     steps:
       new:
         - create_issue
@@ -885,8 +886,9 @@
   parameters:
     jira_project_key: BZFFX
     jira_components:
-      set_custom_components:
-        - "Core"
+      use_bug_component_with_product_prefix: true
+      use_bug_component: false
+      create_components: true
     steps:
       new:
         - create_issue
diff --git a/jbi/jira/client.py b/jbi/jira/client.py
index 607c11b8..9c1155fe 100644
--- a/jbi/jira/client.py
+++ b/jbi/jira/client.py
@@ -70,6 +70,7 @@ def raise_for_status(self, *args, **kwargs):
 
     get_server_info = instrumented_method(Jira.get_server_info)
     get_project_components = instrumented_method(Jira.get_project_components)
+    create_component = instrumented_method(Jira.create_component)
     update_issue = instrumented_method(Jira.update_issue)
     update_issue_field = instrumented_method(Jira.update_issue_field)
     set_issue_status = instrumented_method(Jira.set_issue_status)
diff --git a/jbi/jira/service.py b/jbi/jira/service.py
index 4bac72d3..504d8649 100644
--- a/jbi/jira/service.py
+++ b/jbi/jira/service.py
@@ -350,6 +350,7 @@ def update_issue_components(
         self,
         context: ActionContext,
         components: Iterable[str],
+        create_components: bool = False,
     ) -> tuple[Optional[dict], set]:
         """Attempt to add components to the specified issue
 
@@ -374,7 +375,16 @@ def update_issue_components(
                 missing_components.remove(comp["name"])
 
         if not jira_components:
-            return None, missing_components
+            if not create_components:
+                return None, missing_components
+
+            for comp_name in missing_components:
+                new_comp = self.client.create_component(
+                    project_key=context.jira.project,
+                    name=comp_name,
+                )
+                jira_components.append({"id": new_comp["id"]})
+            missing_components.clear()
 
         resp = self.update_issue_field(
             context, field="components", value=jira_components
diff --git a/jbi/models.py b/jbi/models.py
index 2c078e6f..a22c7c80 100644
--- a/jbi/models.py
+++ b/jbi/models.py
@@ -80,6 +80,7 @@ class JiraComponents(BaseModel, frozen=True):
     use_bug_component: bool = True
     use_bug_product: bool = False
     use_bug_component_with_product_prefix: bool = False
+    create_components: bool = False
     set_custom_components: list[str] = []
 
 
diff --git a/jbi/steps.py b/jbi/steps.py
index 75f6e20f..3bce543e 100644
--- a/jbi/steps.py
+++ b/jbi/steps.py
@@ -405,6 +405,7 @@ def maybe_update_components(
         resp, missing_components = jira_service.update_issue_components(
             context=context,
             components=candidate_components,
+            create_components=parameters.jira_components.create_components,
         )
     except requests_exceptions.HTTPError as exc:
         if getattr(exc.response, "status_code", None) != 400:
diff --git a/tests/unit/test_steps.py b/tests/unit/test_steps.py
index ea863663..2d52d88e 100644
--- a/tests/unit/test_steps.py
+++ b/tests/unit/test_steps.py
@@ -1351,6 +1351,82 @@ def test_maybe_update_components_failing(
     ]
 
 
+def test_maybe_update_components_create_components_normal_component(
+    action_context_factory,
+    mocked_jira,
+    action_params_factory,
+):
+    action_context = action_context_factory(
+        operation=Operation.CREATE,
+        current_step="maybe_update_components",
+        bug__component="NewComponent",
+        jira__issue="JBI-234",
+    )
+    action_params = action_params_factory(
+        jira_project_key=action_context.jira.project,
+        jira_components=JiraComponents(create_components=True),
+    )
+    mocked_jira.get_project_components.return_value = [
+        {"id": 1, "name": "ExistingComponent"},
+    ]
+    mocked_jira.create_component.return_value = {"id": "42", "name": "NewComponent"}
+
+    steps.maybe_update_components(
+        action_context,
+        parameters=action_params,
+        jira_service=JiraService(mocked_jira),
+    )
+
+    mocked_jira.create_component.assert_called_once_with(
+        project_key=action_context.jira.project,
+        name="NewComponent",
+    )
+    mocked_jira.update_issue_field.assert_called_with(
+        key="JBI-234",
+        fields={"components": [{"id": "42"}]},
+    )
+
+
+def test_maybe_update_components_create_components_prefix_component(
+    action_context_factory,
+    mocked_jira,
+    action_params_factory,
+):
+    action_context = action_context_factory(
+        operation=Operation.CREATE,
+        current_step="maybe_update_components",
+        bug__product="Firefox",
+        bug__component="NewComponent",
+        jira__issue="JBI-234",
+    )
+    action_params = action_params_factory(
+        jira_project_key=action_context.jira.project,
+        jira_components=JiraComponents(
+            create_components=True,
+            use_bug_component_with_product_prefix=True,
+            use_bug_component=False
+        ),
+    )
+    mocked_jira.get_project_components.return_value = [
+        {"id": 1, "name": "Firefox::ExistingComponent"},
+    ]
+    mocked_jira.create_component.return_value = {"id": "42", "name": "Firefox::NewComponent"}
+
+    steps.maybe_update_components(
+        action_context,
+        parameters=action_params,
+        jira_service=JiraService(mocked_jira),
+    )
+
+    mocked_jira.create_component.assert_called_once_with(
+        project_key=action_context.jira.project,
+        name="Firefox::NewComponent",
+    )
+    mocked_jira.update_issue_field.assert_called_with(
+        key="JBI-234",
+        fields={"components": [{"id": "42"}]},
+    )
+
 def test_sync_whiteboard_labels(
     action_context_factory,
     mocked_jira,