Genesis recently held a brand event at the Four Seasons Hotel in Dubai and introduced the One of One series, a bespoke model created to meet the demands of luxury consumers.
The South Korean luxury carmaker showcased two models on that day. A One of One show car based on the G90 long-wheelbase was revealed, and two types of GV80 named Twilight were also unveiled. Although the detailed specifications and prices of these two vehicles have not been disclosed, their exterior and interior designs alone indicate the direction Genesis will take in the field of custom orders.
Both vehicles feature a two-tone color scheme. Similar to what can be seen in Rolls-Royce and Bentley, they are distinguished by different colors along the bonnet’s contours and the side parabolic lines. At the boundary of the colors, there is a thin line reminiscent of the coach line seen in Rolls-Royce.
One of One is known to offer elements differentiated from the standard options, similar to Mercedes-Benz’s Designo and BMW’s Individual. It is expected to allow customization, including exterior and interior colors, wheel design, and even the materials used for the interior.
The One of One project is led by Andrea Jensen, the executive creative advisor at Genesis. She joined the Hyundai Motor Group in February 2021 from the Volkswagen Group and has been leading the Color, Material, and Finish (CMF) team at Genesis.
The industry expects Genesis to offer the One of One program in the global market, including South Korea, by next year. With the steady increase in demand for luxury cars and the opportunity for the new brand to demonstrate a unique selling point, there is a dominant expectation that the internal launch of the program will be accelerated.
Meanwhile, Genesis has previously introduced models like the G90 Special Edition and G90 Stardust, and launched the ‘Your Genesis’ program, which allows all options to be designed as desired, continually trying a customized strategy. During its Hyundai days, Genesis had introduced special models like the Genesis (BH) Prada and Equus Hermes to emphasize uniqueness.
