Genesis Targets Luxury Space With One Of One Bespoke Program

Customization programs like BMW Individual and Porsche Exclusive Manufaktur give customers tons of options when ordering new cars and create remarkable individualized products. For a luxury automaker to be taken seriously by ultra-wealthy clientele, it needs to offer one of these programs. Around a year ago, we uncovered that Korean automaker Genesis had plans to launch its own customization initiative, and now we may have a name.

CarBuzz spotted a trademark filing in Europe for the name “One of One” from Hyundai Motor Group, the parent company of Genesis. The filing is quite vague, covering “Automobiles, structural parts for automobiles, interior trim for automobiles, car seat covers (shaped or fitted), seats for automobiles, automobile running boards, wheels for automobiles, parts and fittings for automobiles, coachwork for motor vehicles, automotive interior trim, doors for automobiles, shaped steering wheel covers for automobiles, wheel rims [for automobiles], and self-driving cars.”

Though the trademark covers a lot, we think the name and description hints at an individualization program similar to the aforementioned options from BMW and Porsche. Those German automakers offer custom colors, trim pieces, and other details for wealthy customers who are willing to pay the cost of entire base model on top of MSRP to have a more unique car. Some exotic automakers, like Ferrari, will even build one-off cars with special bodies for their top clientele.

We aren’t sure if Genesis wants to jump into seven-figure territory with one-off vehicles, but having more paint and leather options seems well within the realm of possibility. Genesis already offers unique exterior colors like Sao Paulo Lime on the new GV60 and bold interior hues like its blue and red shades.

Despite building outstanding luxury vehicles like G70 sports sedan and the upcoming 2023 Genesis G90, many shoppers in America have been slow to separate the brand from its origins as a Hyundai model. Offering customers a more bespoke buying experience with a personalized concierge helping to create a “one-of-one” car could help dissolve leftover misconceptions about the Korean brand.

Carbuzz has reached out to Genesis for more information about the One Of One program, and will update with any news.