Genesis is putting the big luxury players on notice by launching its personalisation program, called One of One.
During the week, Genesis revealed vehicles showcasing the capabilities of the program at the “Distinctly Yours” event in Dubai.
In addition, the company also revealed a performance-tuned version of its G80 sedan alongside a pair of concepts.
While the program was only just publicly unveiled under the creative vision of chief creative officer Luc Donckerwolke, the existence of the program can trace its roots back to 2021, where it was unveiled to a private audience in the Middle East.
It’s unclear if the program will be offered outside the Middle East.
The personalisation program is designed for “discerning clientele” and, suitably, is inspired by exclusive pieces of art.
Each One of One commission is aimed at creating a “hyper-personalised” experience in addition to tailoring a car to become a unique piece.
To turn vision into reality, customers will have a choice of which path to take in how they customise their Genesis.
The first pathway Genesis offers allows buyers to fully personalise the vehicle from the ground up.
The second pathway is a special edition offering which allows buyers to craft each edition from various sources of inspiration, such as specific regions, artists and events.
Genesis claims these themed cars ensure “a harmonious blend of external influence with Genesis designs”.
To showcase these approaches, Genesis revealed two cars tailored by the One of One program to showcase its scope and capabilities.
The first of those cars is a long-wheelbase G90, finished in black and white two-tone pearlescent paintwork, with the black containing red flake to match the red interior.
The interior features trim made from white stone, while the rear seats feature embedded analogue watches aimed at the executive traveller, displaying three different time zones.
A crystal carafe and glasses can be found in the rear console while signatures of Luc Donckerwolke can be found stamped on the sills of the car.
The second car is the first special edition to come from One to One’s second customisation path. The Twilight Edition GV80 features black and gold two-tone paint, applied using Genesis’s proprietary painting technique and intended to convey the textures of the Middle Eastern desert.
The interior is adorned with sunset orange upholstery.
The Twilight Edition is also available with a blue and black colour theme that represents the Arabian sky after sunset.
Genesis will produce just 20 examples of the GV80 Twilight Edition.
After revealing the capabilities of the One to One program, Genesis showcased performance models and concepts, all wearing Magma orange paint “to denote the brand’s vibrant theme”.
First to embody the brand’s performance ambitions is the G80 Performance. Pricing, specifications, launch timing and other more detailed information on the model will be revealed at a later date.
Genesis claims a fine tooth comb was passed over the G80, with everything from aerodynamics to suspension being revised.
To achieve this, Genesis partnered with existing performance engineering companies, although no specific companies were mentioned. The G80 Performance will be limited to 20 units, available in the Middle East.
Genesis also used the event to preview the GV80 Coupe Concept and X Gran Berlinetta Concept, the latter of which was previously revealed at the 2023 Gran Turismo World Series Finals.
The car was made as part of a collaboration with Polyphony Digital’s Vision Gran Turismo video game series, and players will be able to race the car in-game from January 2024.