Genesis, the premium brand of the Hyundai Motor Group, is reportedly planning to take upmarket with a new “One of One” division for the Bespoke build. This means that Genesis will offer one-of-a-kind versions of its models that Rolls-Royce, Bentley Mulliner and Mercedes-Maybach do for wealthy customers who want to stand out from the crowd.
According to a report by the Korean car blog, Genesis “One of One” will be launched in the South Korean market in 2022, but may expand further in the future. The company will build armored vehicles to further expand its premium image.
See also: 2022 Genesis GV80 Prestige signature arrives in US with matte paint and four-seater interior
Bespoke variants of the Genesis model range may include custom exterior shade and trim elements, as well as more luxurious furnishing material options and materials used inside the cabin. We speculate that the Korean brand could do something similar to the Mercedes-Mebach Hout voucher with their G90 sedan flagship before moving on to the rest of the lineup. There is a high probability that the new program will also include electric vehicles, as Genesis will become an EV-only brand by 2030.
In South Korea, Genesis is already offering a comprehensive personalization program for the GV80 called “Your Genesis” with up to 104,000 possible combinations. The “One of One” project could take this one step further, allowing customers to collaborate directly with the company’s design studio to create a unique genesis of their choice.
This is not the first time Hyundai Motor Group has come up with the idea of a special edition toy. Long before Genesis established itself as an independent brand in 2015, Hyundai Prada launched the Equus trio of Genesis and Hermes limousines by limited production models. Most recently, in 2020, the Genesis G90 Stardust Limited Edition was produced in 50 units that sold out in a single day, indicating that there must be a market for bespoke builds.