Genesis plans to launch One Of One personalization program in the US
Premium brand Genesis plans to expand its One Of One bespoke vehicle ordering program to the United States. It gives customers the opportunity to substantially personalize the brand’s models beyond the standard list of options. As Motor1 reports, the company is still determining the format of the service for the US market and has not announced a launch date.
Adaptation for the US market
Genesis Chief Creative Officer Luc Donckerwolke confirmed the plans for One Of One during the presentation of the new GV90. According to him, the entire process must be adapted for customers in the United States. The automaker does not plan to simply copy the program already operating in the Middle East, but seeks to develop an offering that takes into account the needs of American buyers.
One Of One involves creating vehicles that reflect the customer’s tastes, lifestyle and individuality. The program is not limited to an expanded set of factory options and is intended to provide deeper personalization of Genesis production models.
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Experience in the Middle East and South Korea
Genesis introduced the One Of One program in Dubai and the United Arab Emirates in 2023. It was launched following requests from customers who wanted more personalization options than the brand’s standard lineup offered. The company later established a specialized division to develop vehicles with expanded bespoke design.
Currently, personalized versions of the G90, G80 and GV80 are available through One Of One in the Middle East. Genesis has also introduced this concept in South Korea. The program is being developed alongside the Magma division and the promotion of more expensive flagship models. Genesis designers have described One Of One and Magma as important components of the brand’s future identity as it seeks to strengthen its position among premium car manufacturers.
