Genesis will launch its ultra-luxury One of One bespoke car program in Korea in 2026, according to a report from MK Newspaper, starting with the G90 and expanding to the GV90 electric SUV, as it targets Rolls-Royce-level personalization.
Genesis Introduces Ultra-Luxury Bespoke Cars in Korea
Genesis, the premium brand of Hyundai Motor Group, is set to launch its most exclusive bespoke vehicle service in South Korea later this year. The new program, called Genesis One of One, allows customers to commission fully customized vehicles tailored to their personal tastes, positioning the brand directly against ultra-luxury rivals such as Rolls-Royce, Bentley, and Maybach.
The bespoke service will debut on Genesis flagship models, reinforcing the brand’s strategy to move beyond traditional premium competitors and into the ultra-high-end luxury segment.
What Is the Genesis One of One Program?
The Genesis One of One program is a made-to-order vehicle service comparable to custom tailoring. Through in-depth one-on-one consultations, customers can personalize:
- Exterior paint colors
- Interior design themes
- Premium materials and finishes
- Leather seats and handcrafted trim elements
Each vehicle is designed by a dedicated Genesis designer, working closely with master craftsmen to ensure the highest level of quality and exclusivity.
Genesis is also considering the launch of One of One Special Edition models, which would showcase the combined expertise of its designers and artisans.
Starting with G90, Expanding to GV90 Electric SUV
The bespoke program will initially be offered on the Genesis G90, the brand’s flagship luxury sedan. Genesis plans to expand the service to the GV90, its first large electrified SUV, expected to launch later this year.
The GV90 represents a critical step for Genesis as it blends ultra-luxury craftsmanship with next-generation electric vehicle technology.
From German Rivals to Rolls-Royce Ambitions
A senior Hyundai Motor Group executive emphasized Genesis’s rapid brand evolution:
“Genesis was launched by benchmarking Mercedes-Benz, BMW, and Audi. Today, it is fully competitive with them. Our next goal is to become a brand that rivals Rolls-Royce and Bentley.”
This statement signals Genesis’s ambition to redefine its global positioning beyond the traditional premium segment.
Why Korea Matters for Genesis’s Luxury Strategy
Although One of One was originally introduced in Middle Eastern markets in 2021 to attract oil-wealth customers, Genesis has chosen Korea as the next strategic launch market.
The move reflects a broader industry shift toward software-defined vehicles (SDVs), where personalized experiences and emotional value are becoming more important than hardware alone. Genesis aims to dominate the ultra-luxury space by delivering differentiated in-car experiences.
Rethinking Vehicle Segments and Luxury Standards
Genesis is reportedly reviewing plans to create entirely new vehicle lineups that go beyond conventional categories such as sedans, SUVs, and coupes.
Industry experts note that luxury is no longer defined solely by price. Instead, the focus is on how unique, valuable, and memorable the customer experience can be during time spent inside the vehicle.
Strong Domestic Sales Support Global Expansion
Korea remains Genesis’s largest and most important market. From January to November last year, Genesis sold 109,000 vehicles domestically, accounting for 54 percent of its global sales.
By establishing a Rolls-Royce-level luxury image at home, Genesis aims to strengthen brand perception globally and drive overall sales growth.
