Genesis Wants To Design One-Off Cars For America With Its New One Of One Bespoke Program

• Genesis plans to bring its One Of One bespoke program to the US, but it’s still figuring out exactly what the American version will look like.
• The program lets customers create highly personalized versions of Genesis models, going well beyond the automaker’s standard options.
• One Of One could help Genesis compete with established luxury brands as it moves further upmarket.

Genesis introduced its cleverly named “One Of One” bespoke program in Dubai and the UAE in 2023, giving customers the ability to customize models like the G80 sedan and GV80 SUV. Now, with the arrival of the new GV90, the Korean luxury automaker wants to bring that same idea to the US.

Genesis isn’t ready to say exactly when the program will arrive or what it will look like here. But speaking to Carscoops, the automaker said the American version needs to be built around what US customers actually want rather than simply copying the program it already offers in the Middle East.

Genesis Chief Creative Officer Luc Donckerwolke confirmed the plans during the GV90’s launch, saying the “whole process has to be tailored for the US customers.” Genesis is still figuring out exactly how its bespoke service will work in America.

It Started In The Middle East

The One Of One program got its start in the Middle East after customers asked for a more personalized experience than Genesis’ standard lineup could provide. The company eventually established a dedicated operation focused on creating more heavily customized vehicles.

The program goes beyond simply giving customers a longer list of factory options. Genesis describes One Of One as a way to create vehicles that reflect an individual customer’s tastes, lifestyle, and personality.

The Middle Eastern program currently offers bespoke versions of models including the G90, G80, and GV80. Genesis has also brought the concept to South Korea.

Photo by: Genesis

Genesis Is Chasing The Big Luxury Brands

Bringing One Of One to America makes sense as Genesis continues trying to establish itself as a serious alternative to established luxury brands like BMW, Mercedes-Benz, Bentley, and Rolls-Royce. And when you’re competing at the high end of the market, personalization is a big deal.

The One Of One program is also being developed alongside Genesis’ growing Magma performance division and its push into more expensive flagship models. The brand’s designers have described both One Of One and Magma as important pieces of Genesis’ future identity.

For now, American customers will have to wait. Genesis hasn’t said when One Of One will officially launch in the US, but the company has made it clear that America is part of the plan.

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Source: Genesis

Motor1’s Take: Bringing One Of One to the US makes sense for Genesis. Buyers spending money on a luxury vehicle want something that feels like their own, and a proper bespoke program would give Genesis another way to compete with much more established luxury brands.