Genesis, the premium brand of the Hyundai Motor Group, is reportedly planning to move upmarket with a new “One of One” division for bespoke builds. This means that Genesis will offer one-off versions of its models similar to what Rolls-Royce, Bentley Mulliner, and Mercedes-Maybach do for wealthy customers who want to stand out from the crowd.
As reported by the Korean Car blog, the Genesis “One of One” will arrive in 2022 starting from the South Korean market, but it could expand further in the future. The company will also develop armoured vehicles in a quest to further amplify its premium image.
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Bespoke variants of the Genesis model range could feature custom exterior shades and trim elements alongside more luxurious upholstery options and materials to be used inside the cabin. We guess that the Korean brand could do something akin to the Mercedes-Maybach Haute Voiture with their G90 sedan flagship before moving on to the rest of the lineup. There is also a high chance the new program will also include electric vehicles, since Genesis will become an EV-only brand by 2030.
In South Korea, Genesis is already offering a wide personalization program for the GV80 called “Your Genesis” with up to 104,000 possible combinations. The “One of One” project could take this a step further, allowing customers to directly collaborate with the company’s design studio to create a unique Genesis according to their liking.
This is not the first time the Hyundai Motor Group toys with the idea of special editions. Long before Genesis established itself as an independent brand in 2015, Hyundai had launched the Genesis by Prada limited production model, and the trio of Equus by Hermes limousines. More recently, in 2020, the Genesis G90 Stardust limited edition was produced in 50 units which were sold out in a single day showing that there is definitely a market for bespoke builds.
