Genesis may soon have its own customisation arm, following in the footsteps of the likes of Mulliner, Porsche Exclusive Manufaktur and BMW Individual, among others.
Korea Economic Daily reports the Korean luxury brand will announce a program called One of One next month.
While its name sounds like a Borg drone, it’s precisely the opposite as it’ll reportedly offer Genesis buyers the chance to express their individuality.
Sources told the Korean outlet Genesis will unveil bespoke, limited-run models under the brand, which will reportedly include changes to everything from the powertrain and transmission to the seat arrangement and interior and exterior colours.
According to The Korean Car Blog, One of One – which would launch in South Korea first – could also develop bulletproof vehicles.
It could also develop custom vehicles, individually tailored to a customer, that would indeed be “one of one”.
Genesis is reportedly reaching high with One of One, with one source saying, “Hyundai is strengthening its bespoke program with an aim to take the Genesis brand to the same or similar level as Bentley or Rolls-Royce”.
It’s dabbled in this arena before, with the 1200-unit Hyundai Genesis Prada of 2011 from before it became a standalone brand.
Subsequently, it offered a limited 50-unit run of its flagship G90 sedan in 2020, called the Stardust.
The previous-generation G90 received special carbon metal paintwork with a sparkling pearl affect, contrasted with Vik black paintwork, while inside the two-tone theme continued with bespoke seats and metallic ash wood.
Genesis is targeting 220,000 sales globally this year, a 10 per cent increase from last year.
Pricier bespoke editions may not have a significant impact on volume, but they could help improve profitability.
There’s demand for it in the luxury car market, at least at higher price points, with sales of Bentley’s Mulliner models tripling since 2020 and have reached the highest level in the company’s history.
Bentley says on average, three Bentleys per day are now produced that include bespoke requests.