Genesis is taking its pursuit of top-tier luxury to the next level. Following successful launches in the Middle East and South Korea, the Korean luxury marque plans to introduce its ultra-exclusive "One of One" bespoke personalization program to the United States market, as reported by Carscoops.
The move positions Genesis directly against legacy bespoke divisions such as Bentley Mulliner, Rolls-Royce Bespoke, and Porsche Exclusive Manufaktur.
How 21 Middle Eastern Clients Sparked a Bespoke Division
The Genesis One of One division originated not in a corporate boardroom study, but from direct client demand.
Requests from just 21 high-net-worth customers in the Middle East persuaded Genesis leadership to establish a dedicated bespoke facility capable of crafting fully personalized builds. Initially offering specialized variants of the G90 sedan, G80, and GV80 SUV, the program quickly demonstrated that elite buyers were eager for Genesis vehicles tailored down to the finest stitch, trim, and paint formula.
After expanding the service into its home market of South Korea, Genesis is setting its sights on global expansion—with America marked as a critical destination.
Tailoring the Experience for American Luxury Buyers
Rather than simply replicating its Middle Eastern operations, Genesis aims to customize the customer journey for U.S. clientele. Speaking to Carscoops during the launch of the electric flagship GV90, Genesis Chief Creative Officer Luc Donckerwolke explained that entering the American bespoke market requires deliberate planning:
“This whole process has to be also tailored for the U.S. customers,” Donckerwolke told Carscoops. “So it's not something that you do from one day.”
What Could the U.S. 'One of One' Experience Look Like?
While full specifications and launch timelines remain under development, the U.S. bespoke program is expected to go far beyond an expanded swatch palette:
Concierge Design Consultations: Genesis has hinted at white-glove concierge services where designers and material specialists meet clients directly at their homes or offices.
Exclusive Material Curation: Access to rare veneers, custom leather dyes, bespoke embroidery, and one-off exterior paint formulations.
Flagship Focus: While the G90 and GV80 are prime candidates, the upcoming all-electric Genesis GV90 flagship SUV is widely expected to serve as a showcase canvas for high-end customization.
Challenging the European Old Guard
Genesis has built a reputation on combining striking design, cutting-edge technology, and strong value. By adding a truly bespoke coachbuilding tier in North America, the brand is targeting ultra-luxury buyers who prioritize exclusivity above all else.
If executed with the craftsmanship and personalized service Donckerwolke and his team envision, Genesis's One of One division could give German and British luxury stalwarts serious competition in the bespoke sector.
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