Genesis Plans Bespoke 'One Of One' Program for US Market





Genesis, a rising star in the luxury automotive sector, is poised to bring its unique 'One Of One' bespoke vehicle customization service to the American market. This move underscores the brand's ambition to compete directly with long-established luxury marques by offering unparalleled personalization to its discerning clientele. The program, which empowers customers to design vehicles that truly reflect their individual tastes and lifestyles, has already found success in the Middle East and South Korea.
Genesis Introduces 'One Of One' Customization to the US
In a significant strategic announcement, Genesis has confirmed its intention to roll out the 'One Of One' bespoke program in the United States. Following its successful launch in Dubai and the UAE in 2023, where it allowed customization of models like the G80 sedan and GV80 SUV, the Korean luxury automaker is now adapting the concept for American consumers. This initiative coincides with the debut of the new GV90, highlighting Genesis's commitment to enhancing its luxury appeal.

2027 Genesis GV90 Coach Doors
While the exact timeline and specific offerings for the US market are still under development, Genesis Chief Creative Officer Luc Donckerwolke emphasized that the American version will be meticulously crafted to meet the unique desires of US customers, rather than being a mere replica of its Middle Eastern counterpart. The 'One Of One' program moves beyond a simple list of factory options, allowing for a profound level of personalization that captures the essence of individual ownership. This deeply personalized approach has been a key factor in the program's success abroad, where it has been applied to various Genesis models including the G90, G80, and GV80, and has also been introduced in South Korea.

This strategic move is seen as vital for Genesis as it strives to solidify its position as a serious contender in the high-end luxury vehicle segment, competing with renowned brands such as BMW, Mercedes-Benz, Bentley, and Rolls-Royce. In this competitive landscape, offering bespoke customization is crucial for attracting and retaining affluent buyers who seek exclusivity and a vehicle that truly stands apart. The 'One Of One' program is being developed in parallel with Genesis's expansion into its high-performance Magma division and the introduction of more opulent flagship models, both of which are integral to shaping the brand's future identity and market perception. Although American enthusiasts will need to exercise patience, Genesis has unequivocally stated that the US market is a key component of its long-term vision for personalized luxury.