Hyundai Motor Group’s premium brand Genesis plans to rise to the next level with a new “One by One” division for custom assembly. This means that Genesis will offer disposable versions of its models similar to those made for wealthy consumers who want to stand out from the group of Rolls-Royce, Bentley Mulliner and Mercedes-Maybach.
reported Korean car block, Genesis “One of One” will come from the South Korean market in 2022, but it can expand further in the future. The company is also developing armored vehicles to further enhance its premium image.
See also: 2022 Genesis GV80 Prestige Signature arrives in America with matte paint and four-seater interior
Custom versions of the Genesis range of models may include special exterior shades and finishing elements, as well as stylish flooring options and materials used in the cabin. In our opinion, the Korean brand will move to the rest of the series, thinking that with its flagship G90 sedan can do something like Mercedes-Maybach Haute Voiture. The new program is also likely to include electric vehicles, as Genesis will become the only EV brand by 2030.
In South Korea, Genesis already offers an extensive personalization program for GV80 called “Your Genesis” with 104,000 possible combinations. The One-on-One project promotes this, allowing customers to work directly with the company’s design studio and create a unique Genesis of their choice.
This is not the first time that Hyundai Motor Group has come up with the idea of special releases of toys. Before Genesis emerged as an independent brand in 2015, Hyundai Genesis by Prada released a limited production model and the Equus trio of Hermes limousines. Recently, in 2020, the limited edition Genesis G90 Stardust was released in 50 units, which sold out in one day, indicating the existence of a market for custom assemblies.