Genesis, Hyundai Motor Company’s luxury brand, is exploring the possibility of expanding its innovative One of One program beyond the UAE, where it first launched in 2022. South Korea is being strongly considered as the next market for this bespoke vehicle customization service, with the potential for further international rollout in the future. This strategic move reflects Genesis’s ambition to redefine luxury and personalization in the global automotive industry.
The ‘One of One’ Program
This program is designed to offer unparalleled customization, allowing customers to personalize nearly every aspect of their vehicles. This includes exclusive color options, bespoke materials, and even the development of new features or equipment not included in standard models.
Originally launched in Dubai, this program has set Genesis apart as a pioneer in domestic luxury car innovation, positioning it alongside renowned ultra-luxury brands like Rolls-Royce and Bentley.
South Korea: A Key Market Under Consideration
Genesis is closely evaluating the feasibility of introducing the ‘One of One’ program in South Korea. This move would be a significant step, as it aligns with the increasing demand for luxury and highly personalized vehicles among South Korean consumers.
Mike Song, Global Head of Genesis, highlighted the importance of understanding domestic consumer preferences before any potential launch. “Customized vehicles have no price limit, so it is a priority to accurately grasp domestic demand,” he explained at a recent press meeting in Dubai.
If implemented, South Korean customers could gain access to a wide range of personalization options, from custom paint finishes to exclusive interior materials and advanced technological upgrades. However, the decision is still under review, with thorough market research being conducted to gauge interest and demand.
Exploring Global Opportunities
While South Korea is at the forefront of Genesis’s considerations, the brand is also exploring the potential for the program in other global markets. The success of the program in the UAE has demonstrated its appeal to luxury car buyers, but expanding to diverse international regions will require careful adaptation to meet varying consumer expectations.
By considering an international rollout, Genesis is positioning itself as a global luxury competitor, capable of challenging established players in the ultra-luxury automotive space.
A Tentative Step Toward Global Expansion
While the introduction of this program to South Korea and other markets remains under consideration, the interest it has generated highlights its potential to redefine luxury automotive experiences. The thorough evaluation of market demand and consumer preferences will be key to determining whether Genesis can effectively bring this service to a broader audience.
Conclusion
Genesis’s potential expansion of the ‘One of One’ program represents an ambitious step in its journey to become a global leader in luxury automotive innovation. Although plans for South Korea and other markets are not yet confirmed, the brand’s willingness to explore this opportunity reflects its commitment to redefining the boundaries of luxury and personalization.
