Genesis One Of One Bespoke Program Targeting High-End Luxury

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Could Genesis be offering unique builds as Porsche and BMW do?

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 must offer one of these programs. Around a year ago, we uncovered that Korean automaker Genesis had plans to launch its own customization initiative to rival not just BMW and Porsche but the likes of Bentley's Mulliner division, too.

Previously rumored to be called One of One, CarBuzz has now confirmed this to be the case via two trademark filings with the European Intellectual Property Office filed by Hyundai Motor Group, the parent company of Genesis. The details within these point to the brand targeting exclusive audiences with bespoke detailing.

Genesis

The two filings were not for any logo of sorts, but only the phrasing One of One. But a crucial detail is the two classes the trademark was filed under. Class 12 is nothing new - "Automobiles, structural parts for automobiles, interior trim for automobiles..." etc.

But Class 37 points to the "Custom installation of automobile interiors; painting of automobiles; repair and maintenance of automobiles and parts thereof; automobile detailing..."

That extends beyond typical filings for mass-market vehicles and falls under the same class for which we've previously seen filings from Bugatti for its unique personalization details. Custom interiors and painting suggest unique upholstery options, paint-to-sample, and more, meaning Genesis derivatives purchased through the program would truly be unique and, as the name suggests, one of one.

EUIPO
EUIPO

We expect Hyundai's program to sit somewhere between what BMW, Mercedes, and Porsche provide - unique color palettes, interiors, trim pieces, etc - and truly bespoke divisions like Mulliner, Rolls-Royce Bespoke, and Ferrari's Special Projects division, where you can have a one-off model built 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 GV60and bold interior hues like its blue and red shades.

With any luck, models like the 2023 Genesis G90 will be taken from luxury to ultra-luxury thanks to this tailor-made program, with unique details to set the cars apart from their German counterparts.

The G90 makes logical sense as the first model to benefit from such a program, as it's a halo vehicle ordered by those who have money and like the finer things in life. It's also just been made available through the brand's Priority One program, which provides a tailored shopping experience through which you deal with a dedicated concierge, are updated as to the progress of your vehicle, and ultimately pick up the car through a dealership of your choice.

This sort of platform would be ideal for offering the One of One customization option through.

CarBuzz has reached out to Genesis for more information about the One Of One program and will update this article further with any feedback.

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