by Luxury that goes beyond the standard
A modern luxury flagship needs more than just expensive leather and a huge display to stand out. Genesis seems to understand this. The Korean brand plans to eventually bring its bespoke One of One program to the United States, although for now the company is still determining what exactly it should look like for American clients.
How it all started
The program started in the Middle East. Genesis says requests from just 21 clients led to its creation. That small number proved enough to justify opening a dedicated center to process personal orders. Currently, One of One is available for the G90, G80 and GV80 models in the region, and the concept was later expanded to South Korea.
The US: no simple copying
The next step is global expansion, including America. However, don’t expect Genesis to simply copy the Middle Eastern model. During the GV90 presentation, Genesis chief creative officer Luc Donckerwolke noted that the process will need to be adapted to the local market.
This process also has to be adapted for clients in the U.S. It is not something that can be done in a day.
What a personalized approach could mean
Of course, this sounds somewhat obvious, but the details are what matter. A bespoke program could include anything from an expanded catalog of colors and trim options to a kind of concierge service where the brand brings materials and designers directly to the buyer’s home. Genesis hinted that the latter option could become part of the American approach, since the service is planned to be tailored to the specific customer.
No specifics yet
There are currently no clear timelines, no finalized list of options for the US, and no information about which models would join the program first. Genesis also did not confirm whether the new GV90 would be part of One of One. Still, it is hard to imagine that the brand’s new electric flagship would not play a key role here. After all, it is one of the most ambitious production models in recent times.
Who it is aimed at
Obviously, the program is designed for wealthy buyers who want a truly unique car. If Genesis can combine the interior and design of the SUV with a genuinely personal ownership experience, it will give German competitors another reason to look over their shoulders.
Photos: Genesis
Outlook for the market
Expanding One of One to the US could be a major move for Genesis amid intensifying competition in the electric luxury SUV segment. If the brand can offer not just a set of options but a truly individualized approach, it will strengthen its position among buyers who are currently turning to Bentley, Rolls-Royce or Mercedes-Maybach. At the same time, the absence of deadlines signals caution: the company does not want to repeat the mistakes of rushed launches. So the American debut of the program will most likely happen only after Genesis carefully studies local expectations and prepares the infrastructure.
