- Genesis plans to eventually expand its One of One program to America.
- Bespoke service began after requests from 21 Middle Eastern customers.
- Genesis says the U.S. operation must be tailored rather than rushed.
A luxury flagship needs more than nice leather and a giant screen to stand apart these days. Genesis appears to understand that. The Korean brand plans to eventually bring its One of One bespoke program to the U.S., although it’s still figuring out what that should look like for American customers.
The program began in the Middle East, where Genesis says requests from just 21 customers led to its creation. That seemingly small group was enough to justify a dedicated facility capable of handling the personalized orders. Genesis now offers One of One treatment on the G90, G80, and GV80 in the region, and has since expanded the concept to South Korea.
Read: Genesis “One Of One” Division Offers Bentley Levels Of Personalization
The next stop is global expansion, which includes America. Don’t expect Genesis to simply copy and paste the Middle Eastern operation, though. At the GV90 launch, Genesis Chief Creative Officer Luc Donckerwolke said the process will need to be adapted for this market. “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.”
Sure, that sounds somewhat obvious, but it’s the details that matter here. A bespoke program can mean anything from a longer menu of paint and upholstery options to the sort of concierge experience where a brand brings materials and designers directly to a buyer’s home. Genesis hinted that the latter could be part of its American approach as it tailors the service to individual customers.
For now, there’s no timeline, no confirmed U.S. menu, and no word on which models will be eligible first. Genesis also hasn’t said whether the new GV90 will be part of the program. Still, it’s hard to imagine the brand’s incoming electric flagship not playing a major role. It is, after all, one of the most ambitious production cars in recent memory.
It’s clearly aimed at well-heeled buyers who want a genuinely unique vehicle. If Genesis can pair the SUV’s cabin and design with a sincerely personal ownership experience, it could give its established German rivals one more reason to look over their shoulders.
